Surfwear not just for the beach

Surfwear is back. Perhaps not so much on the catwalks, but clothes borne out of the passion for sport and travel are finding a new following, and dare we say even becoming fashionable.

The most successful British surfing brand is Fat Face. They currently operate over 100 stores with 20 planned to open next year. Launched in 1988 by two British skies and snowboarders, they financed their adventures by designing and selling t-shirts.

With no advertising, the Fat Face brand employs over 300 staff and last year grossed £37.5 million. However, even with the little coverage in the mainstream press, the company has become of age, and like other niche sportswear brands is pushing its way in the mainstream agenda, even influencing the more contemporary designer fashion houses.