The surf industry has been growing steadily for a long time. The oldest surf brands have evolved and are now operating on a global scale.
Trademarks like Quiksilver, Rip Curl, Billabong, and O'Neill have survived the passing of time and dominate more than 75 percent of the market.
The remaining thousands of brands develop surf wear, surf gear, surf apparel, wetsuits, boardshorts, accessories, and even surf technology.
Many are still opening new markets and niches, but others could not survive surf capitalism.
There's also a third wave: surf brands that were iconic, fell, almost died, got revamped, and are trying to reconquer the notoriety of the successful times.
Some of these brands are certainly recognized by surfers from Generation X. Do you remember Sundek and Lightning Bolt?
The first surf brand was born in 1957 in sunny California and gained a reputation for its iconic rainbow boardshorts.
After a rising period in the 1990s, Sundek was less seen on the beaches. Now, the custom-made boardshorts are a sign of resurrection.
Lightning Bolt was born in 1968 in Hawaii. After more than two decades of sponsoring top competitions, globalization almost killed the famous surf brand.
Now, surf veteran Jonathan Paskowitz takes the Lightning Bolt ship to new locations and continents, and the mythic brand is living happy times once again.
Sex Wax. Everyone knows it; and many surfers can guess it without looking at the logo. The unforgettable smell is the trigger to Mr. Zogs' Sex Wax success, born in the 1970s.
Today, the surfer's wax has a complete line of products for every taste and water temperature.
OP and HB also resist.
Ocean Pacific keeps authentic to the 1972 foundation year. It was a classy surfer's favorite brand in the 1990s.
Hot Buttered, the Australian trademark, has diversified the offer and stands strong in the Asian/Oceania region.
For windsurfers, two brands start with an "M."
Mistral and Mike Davis produced the best windsurfing gear in the world for many years. They still exist but without windsurfing in their core business.
Last but not least, remember Morey Boogie and Churchill? The first brand initiated modern bodyboarding; the second one produced the most iconic bodyboarding fins ever.
These brands are alive and still delivering top-quality gear for wave riders.
Take a look at the most famous surf company logos.