This is why the surfboard builder was once the primary arbiter of surfing culture, from those early Hawaiian kahunas to the first wave of board manufactures in the early 1960s. Think back: Hobie, Hansen, Bing, Weber, Noll, Jacobs, Haut, et al. These labels –the surfboards they produced and the way this product was marketed–shaped surf culture, both literally and figuratively. It was all about the ride–what you wore came second. Yet as the decade passed, the emphasis shifted away from the surfboard. The surf magazines became the main cultural hub, establishing ethical and aesthetic boundaries and ultimately marginalizing the role of the surfboard in their increasingly narrow portrayal of the sport. According to the surf mags throughout much of the 1980s and ‘90s there was only one way to surf: a mono-board culture. At the same time the burgeoning surf wear industry began to eclipse all other commercial elements of the sport. Riding a swell of endorsement –based marketing, these soft good companies became our cultural leaders, creating the imagery and feeding it to a media who, in turn, fed this pre-digested vision back to us: a mirror with no backing, that only reflected outward. This is not to say there’s been any sort of deliberate attempt to commoditize our passion; the surf media is not evil, they’re just off track a bit.
Our culture arises from riding surfboards on waves. It is all about the surfboard; has always been about the surfboard. Since 2007 THE BOARDROOM has reasserted and maintained this philosophy. To put the surfboard–and the modern day kahunas who craft and design them—back at the forefront of surf culture. At THE BOARDROOM we place surf culture, its influence, its importance, its responsibility, back in the hands of the artisans who shape our sacred craft- and ultimately our future.
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