Surf culture isn’t just built on waves—it’s built on the brands that shaped the way surfers dress, ride, and live. From rugged boardshorts tested on reef breaks to wetsuits that redefined cold-water surfing, these five companies helped turn surfing into a global lifestyle and industry.
Rip Curl: Australia’s Core Surf Legacy
Founded in 1969 in Torquay, Victoria, Rip Curl was the brainchild of Doug Warbrick and Brian Singer, who began shaping surfboards before turning to wetsuits. Their innovation? Adapting diving suit technology for surfing’s colder breaks. Today, Rip Curl remains one of Australia’s most recognized surf apparel brands, with team riders on the World Tour and beyond—and their Rip Curl surfboards and wetsuits continue to define cool-water performance.
Quiksilver: The Rise, Fall, and Reinvention
Who created the modern boardshort? That would be Quiksilver, launched by Alan Green (a former Rip Curl employee) in the early ’70s. With a design that offered both function and freedom, Quiksilver boardshorts quickly became a staple in every surfer’s wardrobe. The brand skyrocketed globally and launched Roxy, one of the first major female surf brands, in the 1990s. Despite its commercial success, Quiksilver was rocked by scandal in 1992 when founder Alan Green was arrested and charged with drug trafficking.
O’Neill: Wetsuit Pioneers from Ocean Beach to Santa Cruz
In 1952, Jack O’Neill began selling neoprene wetsuits out of the back of his station wagon in San Francisco. He tested his designs in the icy waters of Ocean Beach before moving to Santa Cruz, California, where O’Neill grew into one of the oldest and most influential surf apparel brands. His early innovation in wetsuit design revolutionized cold-water surfing and paved the way for the performance gear surfers rely on today.
Billabong: From Gold Coast to Global Domination
Founded in 1973 on the Gold Coast, Billabong introduced triple-stitch boardshorts that could stand up to rugged reef breaks and constant wear. It quickly became one of the defining Australian surf brands, expanding in the ‘90s and 2000s to acquire Von Zipper and Element. By 2011, it had grown into one of the largest surf apparel brands in the world, with hundreds of stores spanning every major surf destination.
Hurley: A Modern Challenger With a Nike Chapter
Launched in 1999 by Bob Hurley, a former Billabong licensee, Hurley rose to prominence for its stylish, athlete-driven designs. It combined the functionality of performance surfwear with street style, helping to usher in a new generation of surf apparel brands that appealed to both surfers and mainstream athletes. Hurley’s acquisition by Nike in 2002 led to unprecedented investment in surf sponsorships—until the partnership dissolved in the late 2010s, prompting the brand to realign its identity.
Where Surf History Meets Surf Culture: The North Shore Connection
Want to experience the waves that inspired these legendary surf brands and innovators? The North Shore of Oahu, home to Banzai Pipeline and Sunset Beach, is where surfing’s past and present collide.
Book your surf lesson with Jamie O’Brien Surf Experience and ride the same breaks that shaped the history of modern surfing.
Frequently Asked Questions
Q: What are the top surf apparel brands?
A: Rip Curl, Billabong, O’Neill, Quiksilver, and Hurley are among the most iconic surf apparel brands shaping the industry today.
Q: Which brand created the first modern boardshort?
A: Quiksilver boardshorts, invented by Alan Green in the 1970s, revolutionized surf wear with a design made for wave performance.
Q: What are some well-known female surf brands?
A: Roxy, created by Quiksilver in the 1990s, was one of the first major female surf brands to reach a global audience.
Q: Which surf brands originated in Australia?
A: Rip Curl, Quiksilver, and Billabong are all legendary Australian surf brands with global reach and strong roots in Aussie surf culture.
Q: Where can I take surf lessons on the North Shore?
A: Jamie O’Brien Surf Experience offers high-level instruction at iconic North Shore spots like Turtle Bay. Book your lesson today!