Fashion works by taking cues from culture around us and applying them to clothing and acessories. This is how fashion works, and this is how the surf clothing boom of the early 2000s really took off. This is around the time that extreme sports really started getting popular in the UK, not necessarily in participation terms, but in the way that it infiltrated popular culture, that is music, film, video games, television, clothing.
When a new trend enters society it does slowly and unobtrusively and before everyone knows it it is at the forefront of their attentions. Shops exclusively peddling surf gear began to spring up across the UK spontaneously in shopping malls and retail outlets. Such stores sell many different surf products Animal clothing, branded backpacks and are commonly peppered with surf related stuff like sand and old surfboards.
Many surf brands have made it big in the UK market such as Quicksilver, Mambo and various other brands. The Resort of Newquay in Cornwall for example has experienced mass tourism in the past few years becoming popular as a the UK equivalent of Spring Break. The cool image surrounding surfing still exists today with shops like Hollister peddling the American dream all geared around a backdrop of Californian beaches and scantily clad models.
The success of such a brand has proved the surf fashion is not dead, for example board shorts carry on has the primary choice of swim wear for young impressionable males who wish to look like Australian surfers!
