Everyone knows about the sunny, Surfin’ USA, Blue Hawaii starring Elvis, all-American fun side of surfing. There is another side to surf culture though, an aggressive, youthfully insolent, brawling over waves, Locals Only ethos that’s more torn denim than flowery board shorts.
The grittier element of surf culture is brought out from under the piers by Los Angeles based streetwear label Surf Is Dead. The irreverent spirit of surf counterculture is translated into a distinctive graphic design sensibility that sets Surf Is Dead apart from the crowd.
In their latest collection, Surf Is Dead offer up intriguingly esoteric and provocative creations that combine an aggressive cynicism and a punk rock ethos to protest the commodification and over-commercialization of surf culture.