The Surfer’s Sartorial Hijacking: A Fashion Trend Born of Nostalgia and Exploitation

The fashion world has long been guilty of appropriating subcultures, and the latest trend to fall prey is surfwear. Dubbed “board short summer,” it’s a style that captures the aesthetic of surfing without truly understanding its nuances.

In reality, board short summer is an attempt to bottle the essence of surf culture – its carefree spirit, love of the ocean, and relaxed attitude towards fashion – without engaging with its community. Luxury brands like Louis Vuitton and Miu Miu are using it as a way to tap into the perceived coolness of surfing without truly understanding its values.

Newquay, a coastal town in Cornwall that’s built on surf culture and tourism, is a prime example of this trend. People like Ben “Skindog” Skinner, a renowned surfer and board carver who’s been involved in the sport since he was a teenager, are skeptical of the trend. Skinner sees it as another example of fashion brands trying to hijack a subculture for their own gain.

“It’s funny because [in Britain] we don’t really get to surf in shorts very often,” Skinner says. “We tend to wear wetsuits all year round. I prefer to wear something that keeps me warm.” His words are laced with disdain, and it’s clear he sees the trend as shallow.

The surf industry has long been aware of the dangers of commercialization. Brands like Quiksilver and Rip Curl have historically stayed true to their roots, avoiding crass exploitation. However, with the rise of social media and influencers, brands can now tap into the perceived coolness of surfing without engaging with its community.

This has resulted in a watered-down interpretation of surf culture – one that prioritizes style over substance. The trend is not just about people copying the look; it’s also about capturing the attitude associated with surfing.

For those who grew up in the 1990s and early 2000s, surfing was often romanticized as a way to escape mainstream culture. “It’s not so much people copying the look that might bother surfers,” says Delphine Gwilliam-O’Connor, an artist and surfer from Newquay. “It’s the attitude they think needs to come with it.”

Fashion trends often reflect our broader cultural values – what we prioritize, value, and are willing to pay for. In this case, board short summer seems to be more about capturing the essence of surf culture than engaging with its community.

As the trend continues to gain momentum, it’s worth asking what we’re really getting from it. Is it a genuine attempt to connect with the surfing lifestyle, or is it simply another example of fashion brands trying to cash in on the latest fad? The surf industry has long been aware of the dangers of commercialization, and it will be interesting to see how the community responds as the trend continues to grow.

Ultimately, board short summer is more than just a fashion trend – it’s a reflection of our broader cultural values and what we’re willing to pay for in the name of style.