Word: surfwear
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That's certainly paying off for the sponsors, because the $2.4 billion surfwear industry is booming. Two of the biggest players, Billabong and Quiksilver, expect their lines of girls' board shorts, T shirts and other apparel to soon meet or beat earnings from boys' lines. "Girls are embracing the lifestyle, the whole surfing experience," says Heidi Bartholomew, director of marketing and design for Billabong Australia. Even girls who have never caught a wave like wearing the floppy, casual clothes, often embellished with Hawaiian floral patterns, stripes or logos...
...expanded PacSun. We need much more space for surfwear...
Here in Velcro Valley, as this ragged patch of the industrial landscape is known, a surfwear or skatewear company that catches the attention of style leaders--the best skaters, surfers or snowboarders in any coastal clique--can in a year swell from $5 million in annual sales to $100 million...
...blame Moctezuma for trying to cash in? Americans will spend an estimated $1 billion on surfwear this year; many of the buyers are beach potatoes who are nonetheless attracted to the images of eternal youth and endless summers. "Surfing is a metaphor for a style of living," says Surfer Magazine Publisher Steve Pezman. "Therein lies the appeal of the surf fashion...