Surfing is more than just a sport — it’s a lifestyle. It evokes sunshine, sandy beaches, freedom, courage, tanned skin, and sun-bleached hair. But the history of surfing shows that wave riding wasn’t always seen as socially acceptable. Once considered a risky subculture — reckless, pleasure-seeking, and tied to the hippie movement — surfing’s rebellious image only added to its appeal. Soon, even non-surfers embraced the surf style vibe, drawn to the laid-back style and comfort of surf brand clothing.
What began with a few core brands producing surf essentials like wetsuits and boards quickly grew into a global fashion movement. Surfwear evolved from utility to identity, sparking an entire industry that now spans the globe. Today, surf clothing is a multi-billion dollar business, with stores in malls from Manhattan and Mumbai — not to mention in surfing hotspots like Coolangatta, Australia, and Haleiwa, Hawaii.
In this article, we’ll explore a wide range of surf clothing brands — from the pioneers to indie innovators. If you’d like to check out a list of the best surf brands (including board manufacturers, gear, and accessories), we’ve got you covered.
Let’s get started.
Table of Contents
Core Heritage Surf Brands
These are the OGs. The trailblazers. The brands that turned groms into pros lined the walls of every local surf shack and helped shape the global identity of surf culture. They’re not just clothing companies—they’re legends with saltwater in their veins.
Quiksilver
Founded in 1969 in Torquay, Australia, Quiksilver helped bring surf culture to the mainstream. Their early innovation in boardshorts—combining style, stretch, and surf-ready durability—set a new standard. Over the decades, Quiksilver has sponsored world champions, hosted iconic events, and become a go-to for everything from wetsuits to walkshorts. Their mountain-and-wave logo represents their crossover into snow, but surfing remains their beating heart.
Visit quiksilver.com or connect on social:
Billabong
If you’ve ever owned a pair of boardshorts, chances are they were Billabong. Since the ’70s, this Aussie brand has dressed generations of surfers in everything from competition wetsuits to post-surf hoodies.
Visit billabong.com or connect on social:
Rip Curl
“Live The Search” isn’t just a slogan—it’s Rip Curl’s identity. Since 1969, this Torquay-based company has equipped surfers chasing remote waves around the world. From revolutionary wetsuit tech to tide watches and surf travel gear, Rip Curl blends adventure with authenticity. If your dream involves dusty roads, reef passes, and uncrowded perfection, Rip Curl gets it.
Visit ripcurl.com or connect on social:
O’Neill
Jack O’Neill didn’t just start a brand—he started a revolution. In the 1950s, he invented the modern wetsuit to extend his cold-water sessions in Northern California. Today, O’Neill is a global force in surfwear and wetsuit innovation, but the brand’s soul remains rooted in those foggy Santa Cruz mornings. From thermal layers to trunks and tees, O’Neill offers functional gear with a legacy that shaped the sport.
Visit oneill.com or connect on social:
Hurley
Hurley began in Southern California as a surfboard label, but exploded into a performance surfwear powerhouse in the early 2000s. Their Phantom boardshorts redefined what high-tech surf gear could be: lightweight, flexible, and built for speed. Known for bridging the gap between surf and skate, Hurley brought edgy design and forward-thinking fabrics to the forefront. Today, they still deliver that blend of innovation and California soul.
Visit hurley.com or connect on social:
Our Favorite Hurley Clothing in 2025
Roxy
Founded in 1990 as the sister brand to Quiksilver, Roxy was the first surf brand made specifically for women—and it changed everything. Suddenly, female surfers had gear that was stylish, functional, and empowering. From bold bikinis to performance wetsuits, Roxy has outfitted generations of women who paddle out with confidence and flair. It’s more than a brand—it’s a movement.
Visit roxy.com or connect on social:
Hang Loose
A true surf icon in Brazil, Hang Loose has been part of Latin America’s surf story since the 1980s. With roots in contests, streetwear, and surfboard manufacturing, it’s a brand that resonates far beyond the beach. Including Hang Loose adds cultural depth and shows that surf style isn’t just a Western phenomenon—it’s global.
Visit hangloose.us or connect on social:
Our Favorite Hand Loose Clothing in 2025
Volcom
Volcom is a pioneer in the fusion of surf, skate, and snow culture. With bold designs and a rebellious spirit, the brand has become a symbol of youth counterculture. Volcom’s surf line carries the same edge—perfect for those who ride waves with grit and individuality. Their “True to This” ethos continues to inspire generations of action sports lovers worldwide.
Visit volcom.com or connect on social:
Birdwell Beach Britches
Born in 1961 in Santa Ana, California, Birdwell is the OG of surf trunks. Their boardshorts are still handmade with double-stitched seams and classic style that never goes out of fashion. If you want gear with a legacy—and a bit of that old-school lifeguard energy—Birdwell is the real deal.
Visit birdwell.com or connect on social:
Eco-Friendly & Purpose-Driven Surf Brands
Because loving the ocean means protecting it, too. These brands are leading the way in sustainable surfwear—rethinking materials, reimagining production, and putting purpose over profit. Whether you’re chasing barrels or just chasing a more conscious lifestyle, these brands let you shred guilt-free.
Outerknown
Founded by 11-time world champ Kelly Slater, Outerknown is what happens when elite performance meets deep sustainability. From organic tees to recycled boardshorts, every piece is designed with transparency, ethics, and longevity in mind. They’re a certified B Corp, committed to fair labor practices and circular design. Outerknown isn’t just about looking good—it’s about doing good, too.
Visit outerknown.com or connect on social:
Our Favorite Outerknown Clothing in 2025
Patagonia
The godfather of responsible outdoor wear, Patagonia has long been a favorite among cold-water surfers and eco-minded adventurers. Their Yulex wetsuits, made from plant-based rubber, are revolutionizing surf gear. But it’s their ironclad commitment to repair, reuse, and activism that sets them apart. Patagonia doesn’t just sell surf gear—they fund ocean conservation and fight for the planet. Legendary gear with a mission.
Visit patagonia.com or connect on social:
Our Favorite Patagonia Clothing in 2025
Finisterre
Born on the wild coasts of Cornwall, UK, Finisterre is made for cold-water surf communities who know the ocean at its most raw and beautiful. Every product—whether it’s a recycled fleece or merino thermal—is built to perform in tough conditions, with minimal environmental impact. Finisterre has pioneered ocean-friendly innovation and supported grassroots activism from the beginning. Rugged, refined, and relentlessly responsible.
Visit finisterre.com or connect on social:
Picture Organic Clothing
This French-born brand is all about high-performance gear with minimal environmental impact. Known for its eco-snow wear, Picture has made major strides in surf, with wetsuits made from natural rubber and clothing crafted from organic and recycled materials. Ideal for cold-water surfers and eco-warriors alike, this is where tech meets ethics—with serious style.
Visit www.picture-organic-clothing.com or connect on social:
Vissla
Vissla balances high-performance gear with retro-inspired style—and does it all sustainably. From eco boardshorts to wetsuits made with limestone-based neoprene, they’re constantly innovating. But what really sets them apart is the creative energy they radiate. If you’re into surf art, shaping culture, or anything DIY, Vissla feels like home.
Visit vissla.com or connect on social:
Vivida Lifestyle
Vivida is the brand for conscious water lovers—a surf-lifestyle label that blends ethics, wellness, and adventure. Their ponchos, swimwear, and activewear are made from sustainable materials like recycled ocean plastic and organic cotton. But beyond the product, Vivida is a global movement of mindfulness, self-discovery, and connection to nature. If your idea of a surf trip includes breathwork, yoga, and icy dips, this brand speaks your language.
Visit www.vividalifestyle.com or connect on social:
Independent & Style-Driven Surf Labels
These brands aren’t just about catching waves—they’re about catching eyes, too. They blend form and function, old-school soul and new-school swagger. Whether you’re a logger with a film camera or a shortboarder with a Spotify playlist full of punk, these labels have something for you.
Florence Marine X
Created by world champ John John Florence, this brand is performance-focused to the core. Everything is designed for movement, endurance, and ocean life—without excess. Clean lines, premium materials, and a stripped-back aesthetic make Florence Marine X ideal for surfers who take their craft (and gear) seriously.
Visit florencemarinex.eu or connect on social:
Our Favorite Florence Marine X Clothing in 2025
Rhythm
Rhythm is for the surfer who looks like they were born in linen. Drawing from vintage surf culture, music, and art, Rhythm pieces feel classic without trying too hard. It’s all about relaxed fits, earth tones, and timeless silhouettes. Think Byron Bay mornings, black coffee, and clean lines—both in your outfit and your surfing.
Visit rhythmlivin.com or connect on social:
Faherty Brand
Luxury meets laid-back in this East Coast brand rooted in family, craftsmanship, and sun-drenched days by the sea. Faherty isn’t a core surf label, but its aesthetic borrows heavily from surf culture: breezy linen shirts, super-soft hoodies, and timeless beachwear. It’s for surfers who appreciate slow fashion and coastal style, even if the waves are flat.
Visit fahertybrand.com or connect on social:
Afends
Born in Byron Bay and fueled by surf, punk, and sustainability, Afends is what happens when eco meets attitude. Their hemp-based clothing has a raw edge—bold graphics, laid-back fits, and just the right amount of rebellion. Whether you’re heading to a beach bonfire or a backyard gig, Afends brings the heat (without burning the planet).
Visit afends.com or connect on social:
Roark Revival
Roark is for the surf traveler. The ones who lose reception but find themselves. With every collection inspired by a far-flung journey—from Morocco to Indo—Roark gear feels like it’s already lived an adventure. Built rugged but with design in mind, this is your road trip uniform when the road is dirt and the waves are worth the detour.
Visit roark.com or connect on social:
Katin USA
Katin is old-school cool. One of the first to ever make surf trunks back in the ’50s, this California label has always let its craftsmanship speak for itself. Today, their gear is still sturdy, simple, and rooted in authenticity. It’s the brand you wear when you want to nod to the past but stay grounded in the now.
Visit katinusa.com or connect on social:
TCSS (The Critical Slide Society)
This one’s for the dreamers. TCSS lives somewhere between surf, art, and poetry. Their collections are playful and often eccentric—bold patterns, hand-drawn graphics, and a tone that doesn’t take itself too seriously. They’re the brand equivalent of skipping your morning meeting to surf a clean waist-high point break. And we respect that.
Visit www.thecriticalslidesociety.com or connect on social:
Deus Ex Machina
Deus is less a brand, more a global movement. Merging surf, motorcycles, coffee, and creativity, they’ve nailed the “effortlessly cool” lifestyle. With flagship stores that double as art spaces and cafés, Deus isn’t just selling clothes—they’re selling a way of life. Perfect for the surfer who appreciates a custom bike and a flat white just as much as a hollow left.
Visit deuscustoms.com or connect on social:
Thrills Co.
From humble beginnings in Byron Bay, Thrills has grown into a powerhouse of surf-meets-street fashion. Grungy, vintage, and unapologetically bold, their aesthetic is straight out of a 90s road movie. Faded denim, washed-out tees, and rock ‘n’ roll energy—it’s surf style with a rebellious edge.
Visit thrills.co or connect on social:
Salty Crew
Salty Crew is built for the watermen (and women) who do it all—surf, fish, dive, repeat. It’s not about flash, it’s about function. Rugged materials, sun protection, and gear that holds up to long days in the elements. If your idea of the perfect day involves dawn patrol followed by spearfishing, Salty Crew is your tribe.
Visit www.salty-crew.com or connect on social:
Lightning Bolt
Born in the ’70s and made famous by Gerry Lopez, Lightning Bolt is pure soul surfing. It’s the logo you’d see gliding across Pipeline on a single fin. Today, the brand continues to channel that era—bold, clean, and deeply connected to the roots of surfing. Vintage vibes with modern relevance.
Visit lightningbolt.com or connect on social:
Stüssy
Before it was streetwear royalty, Stüssy was just a guy shaping surfboards in Laguna Beach. Shawn Stüssy turned his hand-drawn signature into an empire, blending surf, skate, and hip-hop before anyone else dared. Today, it’s a global icon—but it still carries that original surf DNA beneath the hype.
Visit www.stussy.com or connect on social:
Rusty
If you grew up surfing in the 2000s, Rusty was everywhere—from your T-shirt drawer to your school folder. With a focus on innovation and performance, the brand has always appealed to surfers who like to push boundaries. The iconic “R-dot” logo still hits hard, and so does the gear.
Visit rusty.com.au or connect on social:
RVCA
RVCA brought a new energy to surf fashion—blending art, skate, and MMA into a unique cultural cocktail. With bold collaborations, timeless silhouettes, and a commitment to the creative community, it’s a brand for surfers who color outside the lines.
Visit www.rvca.com or connect on social:
Howler Brothers
Born in Austin, Texas, Howler Brothers isn’t your typical surf brand — and that’s exactly the point. Mashing up classic surf culture with fly fishing, western wear, music, and a global spirit of adventure, their apparel feels as at home on a board as it does around a campfire. Designed with a keen eye for detail and a love of storytelling, each piece channels laid-back style with a rugged edge. Independent, soulful, and unmistakably original — Howler Brothers invites you to heed the call, whether it’s a big wave or a walk around the block.
Visit howlerbros.com or connect on social:
Former
Co-founded by style icons Dion Agius, Craig Anderson, and Austyn Gillette, Former is a rebellion against the over-commercialization of surf and skate fashion. An athlete-owned brand with no corporate backing, it’s built on raw, independent expression. From vintage-inspired boardshorts to boxy tees and structured jackets, Former blends surf heritage with streetwear edge. It doesn’t try to please everyone—and that’s exactly why it resonates with those who crave authenticity.
Visit formermerchandise.com or connect on social:
Whether you’re hunting down perfect barrels, posting up at a point break, or just vibing with the culture, there’s a surf brand out there with your name on it. Some are legends, some are rebels, and some are reimagining what surf style can be.
But they all share one thing: a deep love for the ocean—and a place in the tribe.