Word: billabong
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Dates: during 1990-1999
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...hard to stick around in Velcro Valley. Successful firms have erupted from the Orange County youth-apparel industry to become globally recognized brands--among them, Quiksilver, Oakley, Billabong USA and Stussy. Yet just as many such labels--including Gotcha, Lightning Bolt, Vision Street Wear, Jimmy-Z, Maui & Sons, Mossimo and others--rode huge waves of sales only to wipe out in a few years...
Over the years, numerous local surfers and skaters have schemed a way to extend the adolescent life-style of cutting school and hitting the beach into a career of cutting work and hitting the beach. "It's a wonderful industry to be in," says Bob Hurley, 43, founder of Billabong USA and Hurley International. "It's kind of like going to high school forever, and then leaving every day to go surfing...