Softech 2020 Foamie Preview

Brand: Softech
Interviewee: Brad Rochfort, Surf Hardware UK Territory Manager

The foamie frenzy hit the surfboard market like a storm: just a fad or is it here to stay?
The softboard market is on a rapid rise. Initially left exclusively to surf schools, it soon became a novelty option for smaller days and summer fun. Today it’s become an essential part of a surfers quiver, as well as for surfing families where the softboard can be used and enjoyed by everyone.

The endemic softboards brands now face a wave of price-oriented options. What is your selling point so you can add value to a “foamie”?
Softech sits in the ‘Premium Softboard’ category with a focus on quality that lasts. Our ‘Performance Series’ boards feature custom profile rails, hand shaped to compliment each model and elevate the feel and response of the board. FCSII plugs come as standard, and our new safety fins (FCSII SFT model) are included in the price. It allows the user to switch over to their favourite FCSII fins in an instant, or remove them easily for storage and transport. Our team riders work closely with us to test and develop new boards, look out for signature models from Mason Ho, Filipe Toledo, Sally Fitzgibbons, Kyuss King and Eric Geiselman.

Filipe Toldedo Wildfire Granite

Which designs are trending in 2020? The original weirdo shapes or more progressive boards?
We witnessed the market switch 3 years ago from the original ‘beater board’ shape towards progressive boards in the 5 to 6 foot range, and more recently trending into sizes from 6 to 7 foot. These slightly bigger performance boards seem to meet the needs of a broader audience, from a growing woman’s market, or progressing learners, to families looking for the all-round board that the kids can enjoy, but mum and dad can still shred on. For 2020 we will have added 6’6 and 7’0 sizes in our best-selling ‘EG Flash’ model as well as adding a 6’10 to the Bomber range. For those looking for pure performance we are also introducing the new Toledo ‘Wildfire’ in 5’3 and 5’11 sizes.

Do you cater for the schools/rental market?
Yes, surf schools are an important part of our business and we have built our ‘Original Series’ boards such as the Roller and Zeppelin models around the specific needs of the surf schools. Their knowledge, expertise and feedback have been used as the benchmark to create the most user-friendly boards on the market that are both durable and value for money. Our extensive range of sizes, colours, templates and design features such as Softech’s unique handle system and lightweight design all come from their feedback.

BOMBER GREEN WHITE DOUBLE

Graphics in the softboard category have much in common with skateboards & snowboards: what eye-catching models do you offer in 2020?
Good graphics are a key part of a softboards appeal and we feature a variety of prints, colour combo’s and marble effects inspired by custom resin tints throughout the Softech range. We offer a bright colour-pop option alongside a subtler tonal colour option so the consumer has a choice. The new Toledo ‘Wild Fire’ in the neon colour is an eye catcher! Most of our Performance Range feature DSS (double sided slick) so we can print graphics on both the deck and base. DSS also improves speed and stiffens the overall flex pattern to provide more drive, acceleration and turning response. It allows for a traditional wax and/or deck pad setup so it feels like a traditional custom board under your feet.

Is a softboard more or less sustainable than a regular PU/EPS surfboard?
Sustainability is now a big part of our business model, all the way from product development to the final manufactured product. We aim to build the best quality softboards that have the lowest environmental impact as they will last for years, and our factories are equipped with state-of-the-art air filtration systems which take care of the working environment and the health of our skilled board builders. New eco-materials are still being developed and these will eventually filter into the market. One of our first steps in sustainability was introducing direct shipments in 2018 to our surf schools from our factory, rather than being sent to our warehouse in Hossegor first. This not only reduced shipping costs but drastically reduced each boards travelling carbon footprint. For 2020 we have initiated a trial to deliver all surf school boards with totally plastic-free packaging.

Best Sellers
Please name and describe your 3 highlight pieces and items that retailers should definitely order.

2020 Highlights

Toledo Wild Fire

More refined than most of its counterparts in the range, and with the scales tipping firmly towards performance, the ft wildfire raises the yardstick for softboard shredding.

Features:

ultralight double sided slick
stringers x 2
4 x rail system
fcs ii fin system and fins
hybrid shortboard outline
belly channel, diamond tail

Available in 5’3 (32l) and 5’11 (37l)

Bomber

Tapered tail shape with a longboard outline up front, makes this board the ultimate cruiser that will flow down the line and turn on a dime.

Features:

exl deck foam
stringers x 2
fcs ii fin system and fins
single sided slick bottom

Available in 5’10 (44l), 6’4 (56l) and 6’10 (60l)

Roller

Hand shaped funboard with generous outlines and lots of volume, these boards are stable and very easy to ride for learners as they gain confidence riding waves and start performing basic turns. Featuring Softech’s unique carry handle system.

Available in sizes 6’0 (54L), 6’6 (61L), 7’0 (66L), 7’6 (71L), 8’0 (94L), 8’4 (103L), 9’0 (112L)

Brand Previews

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Homeboy

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Appletree

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Liquid Force

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FW Apparel

Rojo

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Norden

Ripcurl

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Red Bull SPECT

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Salomon

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Eivy Fusion Incorporated Japan Distribution New Fabric

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Spacecraft Collective

Globe

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Zealous

Arbor

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POC

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JP Australia

No Normal Coffee

Vimana

Head

Picture

Sandbox

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Vimana

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Capita

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Naish

Island Tribe

Loaded x Unlimited

686

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Pro-Tec

Mindless Longboards

Aphex

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Glassing Portugal Saxon Looker Surfboards

STARBOARD

Forcefield Body Armour

Quiksilver

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North Kiteboarding

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Rossignol

Flux

Bataleon

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K2

Rhythm

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Northwave

Sooruz

Dupraz

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O'Neill Wetsuits

Red Paddle Co

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Opus

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Easy Snowboards

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MUB

Women in Action Sports membership program

Duotone

Aphex

Templeton

Deeluxe

Rome

686 Founder Mike West & Marketing Lead, Brent Sandor

Surftech

Rossignol

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Oakley

Hurley

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Union

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L1

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686

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1 Surf Expo took place inside its regular venue Orange County Convention Center In Orland Florida

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Quiksilver

Vans

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Picture Organic Clothing

Dragon

SA1NT

L1

Gara Split

DC

Transworld's 1st cover 1987 and last one 2012

Head

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Jet Pilot

Union

Firewire

TSG

Sandqvist

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Aphex

Telos

Von Zipper

Norrona

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Rip Curl

Dragon

Airblaster

Naish

Rip Curl announces Global Deal with ADCL

Aphex

boom-art & Petites Luxures and Red Cross

Etnies

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HEAD Snowboards

Black Diamond

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Rusty

Gore-Tex

Homeboy

Indiana

Jobe Watersports

EMERICA

Slingshot

Cariuma

Soöruz

Knok

Gladiator Paddleboards

Stokehouse's Paul Naude and Derek O’Neill

Norden

Red Paddle Co

Naish

JONES

Weston

Iriedaily

Naish

Rojo

Reef

ROXY

Rossignol

100%

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CHPO

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Heimplanet

ROXY

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TSG Helmets SS20 Skate Helmet & Protection Preview

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Bataleon

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Solite

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Volcom

JS Industries

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Red Paddle Co

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ThirtyTwo 2023/2024 Snowboard Boots Preview

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Spinera

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Aztron

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Stance's Randy Sheckler - Director of Product Education

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Kevin Casillo - Sr. Global Marketing Manager, Surf & Snow. Photo HMT.

Norden

Oxbow

SINNER

686 Women's Outerwear Preview

Stewart Surfboards

SIC

Double Deck

Sooruz

Fjell

Indiana

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Greenbush

Nidecker

Plenty Humanwear

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Arbor

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The Wave and Rip Curl announce Partnership

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ROXY

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Amplifi

Leki Poles

LOST

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Surf Ranch Pro 2018 winner Gabriel Medina. Photo HMT

Head

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Volcom

Italo Ferreira joins Creatures of Leisure

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Picture Organic Clothing

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Dragon

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Element

Volcom

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Spektrum

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Rossignol

Britt Merrick. Photo credit - Channel Islands

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With a blend of vogue: DC Shoes tributes to the 30-year fall of the Wall

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RXR

Indiana

HEAD Snowboards

Nitro

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Pyzel

O'Neill

TSG

Brethren Apparel

Liquid Force

Slingshot

Mons Royale

CHPO

Jucker Hawaii

Namuk specialise in high-quality outdoor clothing for kids

Ride Snowboards

Pacsafe

Deeluxe

Deeluxe

Osiris

Duotone

Rome

Stance

Oceanstories for Surfaddicts - the Cine Mar - Surf Movie Night

EMERICA

Absinthe Films Isle of Snow European Tour

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Rossignol

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686

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Never Summer

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Liquid Force

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Deeluxe

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Tur

Sooruz co-founders MATTHIEU-BARAT-&-YANN-DALIBOT

Oakley skatepark films KNOX_BETONG_BWYA_

Bataleon

XBrave

Airblaster

SHEICO

Zeal Optics

Von Zipper

Evoc

Fishing Lines

Nitro

Electric Jack Robinson & William Aliotti

Eastpak

Red Paddle Co

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686

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Patagonias recently updated mission statement, as things are getting critical now

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Heimplanet

Helinox

Solite

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Cobian

Connelly Skis Inc

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Easy Snowboards

Smith Optics

New Balance

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Amplid

Amplifi

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GNU

Nidecker

Liquid Force

K2

Rossignol

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Spark 21/22 Splitboard Hardgoods Preview

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Burton

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Easy Snowboards

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Element

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Globe

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Volcom

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SIC

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TSG SS21 Skate Helmets & Protection Preview

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On the cover: Dragon Lodge Snowboarding's John Bassett. Photo Owen Tozer

Slingshot

Iriedaily

JONES

LOST

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1 Surf Expo is held at the Orange County convention center in Orlando

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Pupils at Rosendale Primary School during the #itsgreatoutthere and ReimaGO project

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Spect

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Skateboard at Skate 100, V36 Urban Sports Park

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Patrick & Savador Stilwell - Photo by Fernando Sousa

Head

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Black Diamond Store Front Matthias Pristach

Gigi tightening screws at Shops 1st Try.

Dupraz

Slingshot

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The Wave Founder Nick Hounsfield Credit@ImageCabin

House of Vans TSA 30 year. Ban This Killer Craze

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Arbor Cruiserboards

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The partnership uplifts the importance of rallying around community and youth, fostering a kinder world and equality for all

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Photo Credit Michael Lehmann, Rider Nuria Castan Baron

Head

London Surf Film Festival Vans LS/FF Line up Announced

Voited

Nitro

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Lib Tech

Sven Thorgren Spektrum Sponsorship Sweden Snowboarding

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Saxx

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Arcade Belts hiking climbing adventure belt products

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Spark R&D

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Jim Frazier, Senior Vice President, Global Marketing at PrimaLoft

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Jobe

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O'Neill Wetsuits

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Rojo

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Norrona

One the cover: Amplid Founder Peter Bauer. Photo by Manue

Slingshot

Loaded

Hurley

Ride Engine

Nidecker

Head

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Jeff Kendall Former Skateboarder NHS Vice President Promoted Chief Marketing Officer President

Newly elected board of the World Snowboard Federation

sweet protection

TSG

Homeboy

Manera

JP SUP Foil Slate PADDLEexpo expo Product Of The Year Award 2019 Welded Seams Stand Up Paddling

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Naish

Mistral

ROXY

House of Vans Made For Skate Book Launch Relaunch Skate Skateboarding Shoes Footwear

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TCSS

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Eastpak

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Red Paddle Co

Florian Fischer (RIP) in Finland by Keke Leppala

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Head

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Northwave

Spektrum

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Black Diamond

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Grassroots

OBfive

Madrid

Earthwell

Neilpryde

Globe

Bent Metal 2022/23 Snowboard Bindings Preview

Bent Metal Binding Works

TSG x Markus Keller by Markus Rohrbacher

O'Neill

Pierre Rollet @Nazaré photo ©rafael Riancho

DC

Sooruz

Nikita

Recco

Dragon

FoamLife Seales-SC - pic by Amanda Beenen

Duotone

Kanoa

Dakine

Electric Sunglasses

Surf Logic

Gath

Giro

Smith

Gotcha

ABS

Airboard

SCOTT HARGREAVES JOINS WORLD SURF LEAGUE (WSL) AS COMMERCIAL DIRECTOR

Helinox

1537542524_8648_01-Ben-Garcia-flip-Credit_photo_David_Manaud

Vision

Slingshot

American Socks

JP Australia

Anon

Jet Pilot

WSF General Assembly in Belgrade, Serbia

Rome

GNU

Vans

AlternatorSplit_Griffin Siebert_Brighton00037

Nitro

Gogglesoc

Nivia

Stewart x Sample N'Co licensee and distributor

Norden

Rojo

NAKED

RRD

Homeboy

Amplid

Alder

VonZipper

Nidecker

Oxbow

All-In

Bright-Tradeshow’s-Official-Opening-Party-–-Berlin

C1rca

Rome

Swox

Burton

REKD

Stranda Snowboards

Norden

Portuguese Deeply Team Rider Vasco Ribeiro at the 2018 Pro Anglet

Rome

Prism

SeventyOne Percent

Fanatic

The Red Bull Bowl Rippers 2020 podium by TEDDY MORELLEC RED BULL CONTENT POOL

Roark Revival

O'Neill

Miller Division

Picture S/S 2022 Women's Swimwear Preview

Picture Organic Clothing

Kavu

Alder

Kemper

Naish

Spy

Euroglass

Airblaster

Duotone

SeventyOne Percent

Himaya

Candide

Cabianca Surfboards & Agote Surfboards

FW2324-tamok-lofoten-@ChrisHolter-DSC05649 (1)

Norrona

Tiki International

Burton

Vans

Drake

Gotcha

Equip SUP station, credit Samuel McMahon

Oxbow

Klean Kanteen

Nuura

Envy Surfboards

Hilx

Loaded

Pioneer Flasks

Mistral

French (speaking) SOURCE cover hall of fame. Pacome Allouis, Thierry Kunz and Etienne Pinon. But who wore it best?

Naish

The Wave x British Corner Shop We Care campaign

Spg

Ocean & Earth

Nobile

Naish

Smith Optics

Indiana

Barts

Prism

Cabrinha

Glacier Optics

Salomon

Madrid

Naish

JS Industries

Starboard SUP

Salomon

Loubsol

Slingshot

Spektrum

Penny

Out of it

Vimana

Aqua Marina

I-Sea

Sandbox

Lib Tech

SoftdogSurf

Cotopaxi

Nobile

JONES

PALM AND PINE

Stranda Snowboards

Never Summer

Deeluxe

Weston

Dakines Falvien Foucher, Bucher + Walt's Julien Boucher and Dakine's Frank Heissat

Amplifi

Flying Wheels

Typhoon

Flux

silaberg

Rome

Burton

Liquid Force

Barts

Head

ABS

Globe

Arbor

Rossignol

Academy

Slash snowboards

Surf for Tomorrow, episode 7, It's more than surf

Loubsol

Sroka

NSP

Globe

Piilgrim

Torq

Moai

Giro

Burton

Capture dÔÇÖe╠ücran 2026-03-12 a╠Ç 20.17.49

Nikita

686

Rome Co-Founder Josh Reid with downtime in the Lodge. Photo Tom Greenhill

Spooked Kooks

Moonchild

PATAGONIA

Sun Bum

Nitro

PAG

Clew

BRIGHTxSEEK_PRESSE_CONRADBAUER (2 von 26)

Wheels and Fins 2019 Cancelled Financial Constraints

Carve goggles

Rossignol

Plenty Humanwear

Blue Soup

Hyperlite Wake

Dewerstone

Anon

Founders Hristo & Dimo. Photo_Ivaylo_Donchev

Manera

Buff

Arva

XION

Jucker Hawaii

Jet Pilot

SINNER

Snow Camp recieves award from HRH Princess Royal

Volte

Sessions

Rossignol

Nidecker

Morocco_2023_Ellis_-7415-2100x1400-49cf2cb4-0458-4950-bcb1-f6c17d617aab

O'Neill

L1

Jbay.Zone

JONES

Giro

Semente

Canary Cartel

Airblaster

Oakley

Helinox

Got Bag

Borealis

Dakine

MENSMALAMAZIPFREE32MMFULLSUIT-BLACK-DK01M32ML-BLACK-LIFESTYLE30

Dakine

Sportscape Group Sebastien Rohart (L) & Adam Pikett (R)

REKD

FW 2022/23 Womens Snow Outerwear Preview

FW

Saint Jacques

2023_YesXNOWXLobster_Founders_LimoProduct_jakepollock

Yes

Yow

Borealis

Nitro

Ride Engine

Loubsol

Gul

Dragon

TSG

JONES

Reedin

Etnies

Giro

Starboard 2026 Wings 9.1.25-6466 (1) (2)

Glacier Optics

Jobe

Hyperlite Wake

CMP

Liquid Force

Volcom

VAYU

Indiana

Eivy

Korua

Ride

O'Neill

GA Kites

Norrona

Gaastra

Barts

K2

Spark R&D

Oakley

Backcountry Access

Airush

Adelio wetsuits x Good Question Supplies

Nikwax

Clew

Never Summer

Oakley

MowMow

686

BN3TH

Stance

Himaya

Oakley

Dragon

Euroglass

Advenate

Rossignol

Ethika

Spinera

Nikita

Lightning Bolt

POC

Rome

Supernatural

Airhole

SIC

ROXY

ORTOVOX

Rome

Pyua

MDNS

Recco

Eastpak

FW Apparel 21/22 Women’s Outerwear Preview

FW

L1

Manera

Imagine Surf

Ripcurl

TSG

Stranda

Bern

Indosole

Etnies

O'Neil

Reell_BCN_April'22_1600px_©Reichenbach_FRP_95821

Reel Jeans

XION

Osiris

L1

Oakley

d681b85c-1440x810-tour-websiteevent-page

Aqua Marina

Rossignol

Venon

Flux

Quiksilver

Noa Deane Volcom Mikey Mallalieu MALLMIC Project Ru Bu 994 Surfing

Stewart Surfboards

Airblaster

Bawbags

K2

Melon

Spektrum

[108] Cobra’s senior team including legendary shaper Kym Thompson (captioned)

Liquid Force

Bataleon

Gogglesoc

Loaded Boards

Red Paddle Co

Hanuš Salz and Pavel Kubíček (HF owners) and Heida Birgisdottir with the HF design department

Ride

Nitro

Spektrum

Halagear

Jbay.Zone

Thrudark

FW

LiveHeats x World Snowboard Federation comp app

BN3TH

Smith

JONES

New Balance

Sounds Of Surfing SOS Molécule Nazaré Big Wave Surfing Quiksilver Pro France Documentary Series

Flow

Mathieu Lefin President - Rip Curl Europe

Flux

GA Kites

Rhythm

Lib Tech

Supra

O'Neil

Giro

Duo Boards

Kemper

Nitro

Rome

Rossignol

Zeal Optics

PhilippHerfortPhotography_Kazakhstan_2024_SnowXplore-79__lowres-12-2024-FW2526_GSM

Evoc

Nitro

Aqua Marina

Capita

Resero

JONES

Skiffo

Lightning Bolt

Head

PATAGONIA

After Essentials

Sessions

Vissla

1 Jacket Required, located at the Old Truman's brewery on Brick Lane in the middle of Shoreditch, one of the world's leading fashion districts

Ripcurl

ROXY

FCS

Hydroponic

DB

Mistral

SUNDA

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