Live 2 Surf

Alternative sports includes skateboarding, surfing, snowboarding, motocross, etc., continue to grow in popularity as they receive more widespread TV coverage. There is a solid foundation for fashion influenced by these sports so it is not faddish. There are many people out there who have no exposure to surfing in particular, and they may rarely go to the beach, if ever, but they feel connected to it because it's on TV and it's on the Internet. The surfer and the skateboarder have become the salvation of two Southern California companies whose target customers are teenagers and young adults.

Surf style caters to the narrow and ever- changing tastes of the 12-to-24 age group while larger, more traditional companies such as once-hot American Eagle Outfitters Inc. and Abercrombie & Fitch are struggling. The surf and skateboarding culture has exploded in recent years thanks to television shows such as MTV's "Surf Girls" and "Boarding House: North Shore" on the WB network, and movies such as 2002's "Blue Crush." Boardsports have also been a staple for years on ESPN's popular "X-Games" competitions.


The clothes feature bright, colorful displays, often highlighted by surfboards or skateboards autographed by stars of each sport. Their Web sites feature articles and photos of competitions and lifestyle articles along with online stores. The market for a company that can keep pace with teens' trendy tastes is enormous. It's like buying an identity, but it is fun and healthy, unlike some other identities you can buy. The clothes are comfortable and it promotes fun.

About 70 percent to 75 percent of teens have a steady source of income that is for them, like an allowance or part-time job. Their main objective is to make sure they look good. The last time surf was this hot was in the late 1980s, when anyone who could get a bolt of neon and make clothing called themselves a surf company. When the neon craze died, the industry got chopped at the knees because they we had was a one-trick pony. All they had was men's and neon. Now, however, surf companies have the legs right now to continue to grow exponentially.


The summer surf flick "Blue Crush," helped drive the surfing U.S. sales. Some companies have launched an entertainment unit that's created an action sports television show and a new book series about girl surfers, among other moves. The image that Orange County's surf crowd perpetuates will help fuel their demand.