Stance: the crew was clearly excited

Stance, the innovative sock, has been considered the "Breakthrough Brand of the Year" at the 9th Annual SIMA Image Awards, held at The Grove in Anaheim, California.


The Surf Industry Manufacturers Association announced 16 winners, in a total of 78 nominees. Nearly 800 attendees from surf companies and specialty retail shops packed the venue to celebrate the outstanding innovation and contributions made by the SIMA Image Awards nominees and winners.

Celebrity guest presenters included four-time world champion and women's surfing icon Lisa Andersen, surfing's first world champion and surf legend Peter "PT" Townend, founder of Gotcha and industry leader Michael Tomson and Pennywise drummer Byron McMackin.

The "Wetsuit of the Year" award went to FlashBomb, by Rip Curl, while "Men's Marketing Campaign of the Year" crowned "Kelly Slater 10x World Title", by Quiksilver.

Fred Rubble, from Channel Islands Surfboards, got the "Surfboard of the Year title and Billabong's Recycled Boardshort won "Environmental Product of the Year".

All regular and board builder SIMA members were given the opportunity to enter their own companies or brands, and retailers, in any qualifying categories.

These entries were then reviewed and voted upon by an industry panel of experts comprised of both manufacturers and retailers. The outcome of the panel vote determined the five nominees in each category. Winners are determined by a final vote open to all SIMA member companies, as well as specialty retailers.

Winners of the 2012 SIMA Image Awards:

Breakthrough Brand of the Year - Stance
Breakthrough Retailer of the Year - Maui Nix, Ft. Lauderdale
Accessory Product of the Year - The FIX by Skullcandy
Hardgoods Accessory Product of the Year *New Category* - Cypher PS+ Heat Vest System by Quiksilver
Footwear Product of the Year - Surfsider by Vans
Surfboard of the Year - Fred Rubble by Channel Islands Surfboards
Wetsuit of the Year - FLASHBOMB by Rip Curl
Environmental Product of the Year - Recycled Boardshort Series by Billabong
Women's Marketing Campaign of the Year - "Untitled" by Insight
Women's Apparel Brand of the Year - Billabong
Women's Swim Brand of the Year - L*Space by Monica Wise
Women's Retailer of the Year - Huntington Surf & Sport, Huntington Beach
Men's Marketing Campaign of the Year - "Kelly Slater 10x World Title" by Quiksilver
Men's Apparel Brand of the Year - RVCA
Men's Boardshort of the Year - Phantom 4D by Hurley
Men's Retailer of the Year - Huntington Surf & Sport, Huntington Beach