OP/ED: HOLLISTER DON'T SURF - A&F Brand Plays Surf Without Passion
AN OPINION BY SCOTT BASS
Scott@surfermag.com
Abercrombie & Fitch's (A&F) Hollister surf garment brand will install seven new surf cams on the HB pier. In exchange Hollister will provide the city with 4.8 million dollars over 25 years as well as $370K for marine safety equipment for the city's Marine Safety division.
The Hollister/HB surf cams will beam 'surf city' images to Hollister "windows"-- 5-foot wide flat screen monitors displayed in their Hollister retail stores throughout the country.
Hollister has been the evil scourge of the surf industry ever since A&F launched the brand to get a slice of the massive surfwear market pie. And on many levels Hollister is a scumbag brand. But it is not because they want to raid the profit pie. That's just good business, right?
- advertisement -
Why then, is Hollister a scumbag brand? Because Hollister don't surf. There is no passion in their offering, and surfing is a passion play. You enter this market to go surfing. Profit is second fiddle. If you don't surf, and only sell surf, you are scum. If you pretend to surf you receive the "bag" suffix, and you become "scum-bag."
It doesn't matter how many cameras you buy or how much bullshit imagery you put out on your website, if you don't surf and didn't start the company so that you could surf more, you are scum. Bottom line: Surfing is a passion play, if you are in it ONLY for the money get out.
Look, I like money. But if I wanted to make a ton of it I'd be selling used Space Shuttles to the Saudis. But instead I focus on surfing. And so do the people at Quiksilver, Billabong, Hurley, Rip Curl, Globe, O'Neill, Volcom, Reef and the rest of the legitimate surf garment industry. We surf. That's what we do. We are passionate surfers first, business people second. When we roll into work we are dripping saltwater and trying to figure out where to hang our fullsuits so the sun beams on them for the longest possible length of time. And if you are not a passionate surfer, then you should leave your cushy OC surf job and go work for Hollister.
Why? Because like you, Hollister don't surf! (btw, I know this is bad grammar, but it is a play on "Bo Don't Surf." Please, save the angry emails for when Hillary becomes your VP nominee)!
They sell surf, but they don't surf.
Bitter "internet-tough-guy-blogger" types can log on to SURFERmag.com and dispense socialist rhtetoric, sell-out mania, and "the surf industry ruined surfing" blah di blah till the cows come home. I get it. Hypocrisy abounds. But the reason these bitter henpecking salty types are in their trailer in Baja with a longboard and a leash in the first place is because in 1974, when they were 16-years-old, the so-called 'hated' surf industry sold them a dream and they bought it. Now, I know most of the surf garment industry are publically traded companies. Hell, so is SURFER magazine. BoD suits on Wall Street demand double digit growth for stock holders and therefore the surf garment industry are, according to some, 'sell-outs.' Laguna Beach industry heavies must explain their global growth strategy, present new initiatives and sell their positive quarterly forecasts to appease the Street and invariably that can involve relatively illegitimate (non-surf) concepts such as selling perfume or publishing books or buying a ski company. But after sagging sales, a warehouse full of non-surf product and cubicles filled with HR overhead they start to smell as bad as Hollister, they retreat and get back to their passion, surfing.
Look, all is not completely rosey in the OC surf garment industry. But what I cannot fault is the original passion behind the companies and the men who founded them- Claw Warbrick, Bob McKnight, Jeff Hakman, Bruce Raymond, Gordan Merchant, Bob Hurley, Fernando and Santiago, Richard Woolcott, and all the other surfers who are smart, creative, driven businessmen--for them it has always been and always will be about surfing. The surf garment industry is passionate and it is core. And that's why I support them. C'mon, even Dora started working for Quik. In fact, I would argue that Dora subconsciously gave them all permission to do what they are doing (believe me, if 'selling out' meant surfing more, Dora did it); read the book.
They also ALL give back. They invest profits in surf related 501c charities. They give to the Surfrider Foundation and SurfAid International and Save the Waves and a myriad of other great surf related causes that help you and I.
Does Hollister give back to us?
I checked their website. I didn't see anything about giving back. I did see a seagull and the words "California 1922" (which is complete bullshit, try "Ohio 2004"). I checked the A&F website and I see they are supporting inflammatory bowel disease in Ohio. That's cool.
I saw nothing about supporting surfing. Although they are giving HB lifeguards funds in exchange for surfcam beaming rights. Cool, they can buy bigger guns. With Hollister it is no give, just take.
But what if they did start to give back? What if Hollister stepped up to sponsor a 3-star WQS? Would that instantly validate them? What if they bought an ad in SURFER? Would Source Interlink turn away A&F money? What if they promised 10% of net profits to the SURFRIDER FOUNDATION? Would Hollister then be welcomed into the club? Is it really just about money? They still don't surf!
These are interesting questions that may be answered sooner than we think. Other big hitters have recently entered the fray, right?
Why does the surf industry cast a skeptical eye toward Hollister? It has very little to do with giving back and everything to do with losing market share to the non-core consumer, that's why. Joe Blow from Idaho wears Hollister because he wants to look like a surfer. Reaching the non-core consumer is part of the growth strategy for the surf industry. The core surf industry owns the core market place- there is very little growth potential. It is the potato farmer they are after, and it is the potato farmer Hollister is after. But that same potato farmer probably has a Billabong t-shirt and Quiksilver hoody. I don't think he is loyal to Hollister any more than we are loyal to Idaho grown potatoes.
And should you and I, hardcore surfers, be skeptical of the Hollister brand? Um… I venture to guess that most of us don't really give a shit. We just want to go surfing. Passion… unless you've got Volcom in your portfolio.
Is Hollister doing a better job at marketing surf culture and the surfing lifestyle to kooks in Indiana than the surf industry? I don't know. But if they are, somebody in a cubicle in OC isn't doing a very good job. If the answer is 'yes,' then shame on the surf industry. Dare I say it, maybe they are surfing too much? Hollister is just exploiting the growth in the market. Ain't that what capitalism is all about?
Look regardless, in my mind, it is pretty simple, Hollister don't surf. Period. They are just whoring out the hard work of the real surf garment industry. And where do you think the newest Hollister flagship store complete with beaming HB surfcams is located? Just like many other whores, it is on a corner in New York City.
That's my opinion. Don't give me yours.
Reader Comments
Posted Thu Aug 7, 2008, 4:50 PM — By squid
zzzzzz. brought to you by the same guys who just wasted paper on the 3-D issue. BTW, I hear it takes more than a SUP and helmet to sell shuttles to the Saudis. Pull out that engineering degree mr bass and then we'll talk about finding you a new job.
Posted Thu Aug 7, 2008, 5:12 PM — By frank bacon
Most consumers who purchase Hollister clothing have no idea that it's even named after a legendary surf ranch. That said, the opinion piece by Scott Bass is just boring, messy prose.
Posted Thu Aug 7, 2008, 5:40 PM — By Tony
Hollister blows. Amber and Crombie fitch blow. I don't care if other people shop there and wear their clothes because then I know immediately that they are tools. Thus I won't waste my time with them. Maddox said it best a few years back. For some enlightenment check out his article on the subject and his other articles for that matter. http://www.thebestpageintheuniverse.net/c.cgi?u=fashion
Posted Thu Aug 7, 2008, 5:44 PM — By MedRat
"Core Surf Companies"? What a joke. Please explain your resentment that Hollister doesn't advertise in Surfer magazine... At least Hollister doesn't sponsor surf camps to make surfing "fun for everyone". Do you consider yourself a "internet-tough-guy-blogger" type?
? Socialist Rhetoric-not. More crowded line-ups, tons of toxic garments, more mercury in everyone's fish, ocean, bodies and less than .01% of profits to Surf/environmental organizations- True. We are all guilty.
Come on Scott raise the level of dialogue. Think of your kids, lets talk about the solutions.
Posted Thu Aug 7, 2008, 6:23 PM — By 23 Chips
This is the kookiest opinion piece yet. Hollister is the raddest, baddest company out there. They know a serious physique and incredible surfing when they see it, and that is why they are the main sponsor of The Chips. They have just signed on to bring you, "Pumping Iron and Busting Lips with The Chips." Keep your eyes out as it will be released some time in '09. Stop hating and get with the program. Big biceps and mean hacks are the wave of the future. Hollister will be bringing it to the masses.
23 Chips
Posted Thu Aug 7, 2008, 6:33 PM — By Jiminy Cricket
Bass is right. If you don't surf split! If someone is going to make dough on surfing at least let it be surfers, not some hack garment company. Hollister sucks. They all suck. Raise the level of dialogue. I think bass has it squarely where it needs to be; even if he is a donkey on a SUP, he put it on the surf level. Take your dialogue raising bs over to the Economist.
Posted Thu Aug 7, 2008, 6:35 PM — By Justin Langlais
I totally agree with you that Hollister is BS, and that the major surf companies were founded on surfing at its core. However, how many of these companies manufacture their goods in the US or Australia, etc. I read boardshort labels and I would dare to say none. So besides putting on contests, donating to 501c3's and provide a handful of people with jobs, what good is being done? Bottomline the American Dream was never about outsourcing your labor force to countries were $2.00/day is an awesome wage. Got to keep those shareholders happy right? I understand its business...but in reality don't preach about how bad Hollister is and how good Quiksilver, Volcom, etc. is unless you are gonna present the whole facts. You and I both know as SURFERS we would never use foreign labor, although maybe you would? But how else can you buy that beachfront house at pipe! I am blown away at your attempt to undermine your readers intelligence levels. I dare you to reply with something well rounded, and intelligent
Posted Thu Aug 7, 2008, 6:52 PM — By squid
come now, MedRat, Bassy's job is just to drive traffic on this here fancy website. he knows he's spouting nonsense, including the part about him being able to find a job in another industry.
Posted Thu Aug 7, 2008, 7:20 PM — By jim
Sounds like Hollister just helped out the City of H.B. more than any surf company, to help clean up their beaches, etc.
They make great clothing, priced better than all the other surf brands that also use slave labor. The entire surf "industry" has turned into one large joke. The surf companies are the ones who created a Hollister. When Roxy uses models and pays them a $400 day rate, owns the images and plasters them all over the US, middle America, etc (and mind you, it's just some model holding a surfboard) well if Roxy, Hurley useing a super model as their face, Oneill using models, etc, then why can't Hollister. Hollister is only learing how to do it from all the other bullshit surf companies that use surfing to sell all their shit. Hollister just does a better job at selling their stuff. Surf comapnies are the ones to blame, they sold out surfing, and now they will pay the price. Good going Hollister, you surf just as moch as the rest of them. p.s., Did u know Roxy has Hollist
Posted Thu Aug 7, 2008, 7:23 PM — By jim
Did you know Roxy paid to get Hollister designers, which now work for Roxy. Scott Bass, you are an idiot. You really really are.
Posted Thu Aug 7, 2008, 7:36 PM — By Scott Bass
Jim-
C'mon now, are you really so upset that you had to go and call me a name. Did I really get you that riled up? YIPPEEE!
Posted Thu Aug 7, 2008, 8:18 PM — By youareanignorantrepublican
If any of you are concerned to read a REAL article about the threat Hollister poses to the surf industry, pick up the latest Transworld Business Magazine. What Scott Bass is good at is pissing people off enough to write responses to his shortsighted babblings, which in turn equates to web traffic, which in turn gets him a pat on the back from Ricky Irons and maybe even a reach around. What he is not good at is writing articles that have any factual basis, journalistic integrity, or general worth. Given the new age of media and the power of global web publishing given to all of us by things like Wordpress, I expect Bass will go the way of the dinosaur soon. Until then, read something that matters, and take advantage of the ability to consume your media on your own terms. I checked twsbiz.com and the article isn't online yet, but hopefully they will post it at some point because it's a pretty in-depth look at this topic. I know at least one guy that should read it. And he sounds like a McCain fan. Scary
Posted Thu Aug 7, 2008, 8:21 PM — By Bad joke
Mr. Bass has obviously not been in one of these "core" brands retail shops recently. Hard pressed to find anyone in the shop that actually surfs. I tried on a shirt and couldn't lift my arms. It was cut for some 130-pound emo boy to go with his tight pants. The designer certainly didn't have a surfer in mind.
I think the math is pretty clear here.
Surf brand + Surfer mag ad dollars = good
Hollister + no Surfer mag ad dollars = bad
Posted Thu Aug 7, 2008, 8:22 PM — By Jeff
Bass' piece was an op/ed, so it's completely called for if people want to disagree with him, that's kind of the point. But what comes across as so weird to me is when did it become okay for people to get so pissed off about stuff like this? You may have an awesome and valid point, but when you start snapping and swearing, it takes away from all of that. I don't get it. It's not like reading a story can you make you so mad that you just can't help but swear and try and bring down the writer and other people commenting. Just make your point and do it civily.
Posted Thu Aug 7, 2008, 8:31 PM — By whamo
You use Quicksilver as an example of a soulful surfing company. Jeff Hakman spent how many Quicksilver dollars on heroin? (See "Mr. Sunset"). Yet you trash Hollister (because they don't advertise in SURFER)? SURFER magazine accepts advertising dollars from non-surfing companies all the time. How many op-ed pieces do you write about those companies for being unsoulful?
Posted Thu Aug 7, 2008, 8:35 PM — By Chips Fan
Big props to Hollister for finally bringing The Chips to the big screen. Screw the Young Guns. We want to see the Big Guns.
Posted Thu Aug 7, 2008, 8:42 PM — By Justin Christopher Anderson
Hollisuck and Assercrombie and Fbitch are, and always will be viewed by the true surf community as poser gear for those who really don't have a clue... Gay isht for trendy gay fad followers...
Posted Thu Aug 7, 2008, 9:07 PM — By Shameful surfer
Alright guys im am extremely sad to admit this but i worked at Hollister at 1 point for about a year. Now give me this. I was in high school broken and i just totaled my car so i needed cash to buy a new one. Also i knew a girl that worked there. The rules when you worked there was you couldn't wear any branded clothes especially surf brands because they were "Competitors"( Yeah i asked them wtf? Hollister isn't even surf brand.) Anyways i never bough a particle of their clothing and i was put to work in the back as a stockier. I got my cash bought my car and left. The upside was there was some smoking hot chicks working there. Sorry i had to get this off my chest to fellow surfers. I feel like i should have tomatoes thrown at me now..
Posted Thu Aug 7, 2008, 9:14 PM — By Scuba Steve
Does anyone else think its kinda cool that there is gonna be more surf cams? Whether they are from Hollister or not. More sources for me to check the surf/line-up. BTW i thought Hollister was dying out? Is it doing a comeback? I totally hate everything about Hollister except for the attractive high school girls that work there. "I get older and they stay the same age" wootie woot!
Anyways i think this is an argument that you cant win or that leads to new arguments.
It's Corporate America! you've been getting raped to death since you were born.
Posted Thu Aug 7, 2008, 10:54 PM — By john
I'm passionate about surfing above all. I'm going to diversify my IRA to include companies that surf. I prefer the term "douchebag" for Hollister. They are full of empty air and they are going to deflate soon enough. They are a passing fad. Real surfing however is timeless. I'm investing in Billabong because they had the best webcast. I'll wait to see quiksilver's webcast. Definitely not investing in Globe or Rip curl.
Posted Thu Aug 7, 2008, 11:15 PM — By Jackson Browne
Hey guys,
Lets just be cool and mellow about this thing. I am Hollister Ranch and I have hollister aloha sheets in my ranch house. I play the ranch parties with Crosby and all the old ranch donkeys fight over their real estate and waves. Cant we all just get along. My longboard is a hollister and it shreds me all the way. As far as Ricky Irons and the reach arounds tell him free tix to my next gig. Everyones welcome at the ranch for the next swell...
Posted Thu Aug 7, 2008, 11:20 PM — By Jeff Cutler
Scott,
This rant is crucial. Anyone who doesn't get it or appreciate it is an idiot. And...Scott, to your defense on people bashing SUP-ing, the fact is that you are at least taking one more step to make sure you get your time in the water even when the waves are shit. Good for you. I live in the south bay, which we all know lies completely dormant and shitty between June and September, and often feel as if I am not doing my part as a core surfer and surf media outlet owner. However, I paddle when I can, I bodysurf when I can and when the waves in the south bay turn back on, I surf every chance I get. Surfing is more than ripping, its utilizing the best gift in the world (the ocean) as often as possible that makes us core surfers. Good rant Scotty!
Jeff
Posted Thu Aug 7, 2008, 11:23 PM — By RayG
yaawwwnnnn... So they don't surf... blah, blah... Does Viagra? They push the lifestyle in their ads. So if I get a fake stiffie, can I surf?
The "Core Companies" aren't exactly in it for the sheer "soulful" enjoyment either, if they were, they wouldn't charge $50 for a pair or board shorts or $30 for a frikkin beannie.
Posted Fri Aug 8, 2008, 12:18 AM — By 619er
i've seen nothing but Uber-metro doochebags with wind-resistant hair and fake-ripped Abercrombie Jeans wearing Hollister. No man (or woman) who actually surf should humiliate themselves by wearing this Hollister garbage. If you wear Hollister you are an Asshat...or have inflammatory bowels, apparently...I guess.
Posted Fri Aug 8, 2008, 12:24 AM — By jim
O.k., Question:
If Hollister ran an ad in Surfer, would they be just as legit as (Hold on, let me open up the Sept 3D issue of Surfer) Nike pg 48?, Timex pg 85?, Aussie Dogs pg 121 ?, Simple pg 123?
Posted Fri Aug 8, 2008, 12:42 AM — By Jim Cook
In times like these, we must turn towards a Ron Stoner image and remember some of the truest days of surfing...without putting so much emphasis on branding; let the ride be the desire. Hollister is Hollister, and its never going to change, but the people can change...don't shop there...simple as that. Just surf.
Posted Fri Aug 8, 2008, 1:12 AM — By jeff Cutler
what the f is wrong with nike and d simple? Simple was the first shoe co to make recycled shoes and has joe curren photography on them. good for them. Nike bought hurley, infusing money in the industry the right way, the opposite of hollister.
Posted Fri Aug 8, 2008, 1:44 AM — By Scott O
We can spend a lot of time counter pointing Mr. Bass by talking about how horrible big surfwear is, how Quiksilver or Billabong sucks because they are so big and so on. I surf and I wear clothes. So I choose to wear surf related cloths. What makes Hollister so evil is that they set out to hijack surfing. They ripped off Robb Havassy by copying his surfboards without so much as a by your leave. They perpetrated an image that they had nothing to do with creating. Heck, even Ron Jons sponsors a contest or two as well a number of pro surfers. Of course, I am pretty certain that despite the Bass bashing, we aren't going to hear from any Pro Hollister advocates writing back how "core" Hollister is. So the best we can do is to not shop there as stated above. Keep it in the family.
Posted Fri Aug 8, 2008, 4:58 AM — By just do it
This is America right,not some socialist country.Its all fair in love and war and money.Its called capitalism and its what we do,so stop bitching about something as pathetic as hollister stealing money from the companies with passion.Huh what a joke I got your passion right here!
Posted Fri Aug 8, 2008, 5:18 AM — By carpet
Surf garments? what a load of pap! really there just clothes does it really matter. A much bigger issue concearning the surf industry is the mass produced surfboards from the far east that are putting shapers out of business. This would be a much better story because if you want to talk about the core of surfing surely it's the guys/gals who put the boards under our feet and not the shirts on our back!
Posted Fri Aug 8, 2008, 12:43 PM — By Born and rasied on the beach
What a joke! HA! The surf industry should step up and pay for professional surfer's health insurance instead of giving most a weak 1099 income. The business model is clear. Exploit the kids and pay only the select few enough to live off of. Once they step up, you guys can then complain about main stream companies like hollister eating up profits.
Posted Fri Aug 8, 2008, 12:53 PM — By ryan
quiksilver, billabong, hurley, rvca, are all made in china anyways
so is hollister.
what's the difference. either way you are supporting exploitation of labor. the only core surfers at these companies are about five guys who live in coto de caza. these companies care nothing of surfing or the american economy.
Posted Fri Aug 8, 2008, 12:55 PM — By Betty
Let's see:
Black Hollister Tank Top - $19.50
Black Billabong Tank Top - $39.50
They do the same thing right? Well I'd rather buy the Hollister one and put the extra money I saved towards a new board or a surf trip. Last time I checked not all surfers were loaded. If this is becoming an elitist sport then we have much bigger things to worry about.
Posted Fri Aug 8, 2008, 12:58 PM — By Scott Bass' Reality check
Wake up Scott. Your mag and industry is run by unsoulful profit seeking corporate @sses just like at Hollister. You rip and are the quiet soulful type in your own right. However, collectively you guys are a self absorbed bunch searching for something true all the while putting out an audulterated far from soulful product highlighting editorial pushed by your greedy surfing and non-surfing advertisers. Did your SUP board hit you in the head? Wake up man! Go back to Del Mar and find your roots again.
Posted Fri Aug 8, 2008, 2:26 PM — By Billy
Ok, I've ready through all of the comments, and there are a lot of great points (and some really dumb ones too). I've worked for the biggest brands in surf, skate, and snow over the last 15 years, and the one thing that that binds them all together is the fact that they're trying to exploit the sports to as many people as possible, to make as much money as possible. That's the point of business. I don't shop at Hollister, but I've been in their stores, and the clothes are pretty nice. Just as nice as all of the ones made by the authentic surf brands because they're all made in the same asian factories. So really, all Hollister is selling is a name, logo, and lifestyle. Just like the surf brands. Isn't Quiksilver buying into Golf by purchasing Cleveland Golf the same thing? Quik isn't a core Golf company, they're just trying to make money off it. RVCA is a core surf brand, but they're desperately trying to get into the high-fashion market. Why is that any different?
Posted Fri Aug 8, 2008, 3:44 PM — By jim
Isn’t Surfer owned by SOURCE INTERLINK MEDIA? They’re not a “core surf company”, they’re just trying to cash in on surfing, and the industry we built, and our heritage, and the “cool” factor.
Is that different?
Posted Fri Aug 8, 2008, 4:28 PM — By Scott Bass
I love you all. Thanks for reading!
Posted Fri Aug 8, 2008, 5:51 PM — By bob
written like a true (read: bitter) republican (read: jaded) fock (read: douche)
Posted Fri Aug 8, 2008, 5:54 PM — By Allan Mcintosh
I've wanted to say for years now, to tell you all one thing, because it sure keeps getting worse:
"Please change the name of your mag to PRO SURFER, PRO SURFING... because 99.9977 % of the photos published in articles or ads are just SPAM loaded with smack/sponsors' logos and their team riders' wet dream adventures. It's total overkill. PRO SURFING IS JUST A PART OF THIS DREAM SPORT... and yes, a beautiful thing to see Kelly giving it to these kids, and we all admire it. The mags continue to lose relevance in most surfers's minds. Why ?? Never even ONE story, about some of us [who god forbid are anything less than PROS, ex-PROS, or soon-to-be PROS after more exposure. PLEEZZE Scott!! I laughed my ass off when I read your blog. I once thought I was in the minority but, after reading all these blogs, and hearing my clients say the same, its obvious we're all ready for a REAL surfing mag -- like SURFER used to be -- maybe, with a few more 'regular' guys featured, SOME DAY.
Posted Fri Aug 8, 2008, 6:23 PM — By Jimbo
Allan: Surfer runs a column on everyday surfers in EVERY issue called People Who Surf. I agree with you it glorifies the pros, but no other surf mag dedicates a section every month to non-pros. If you're gonna bitch and make a claim like that,,,do your research dumbass.
Posted Fri Aug 8, 2008, 10:14 PM — By ReadingComprehension
Look, all is not completely rosey in the OC surf garment industry. But what I cannot fault is the original passion behind the companies and the men who founded them- Claw Warbrick, Bob McKnight, Jeff Hakman, Bruce Raymond, Gordan Merchant, Bob Hurley, Fernando and Santiago, Richard Woolcott, and all the other surfers who are smart, creative, driven businessmen--for them it has always been and always will be about surfing. The surf garment industry is passionate and it is core. And that's why I support them. C'mon, even Dora started working for Quik. In fact, I would argue that Dora subconsciously gave them all permission to do what they are doing (believe me, if 'selling out' meant surfing more, Dora did it); read the book.
Posted Sat Aug 9, 2008, 12:03 PM — By Come on scott.. stop sucking at the teet of corporate america
I read your article and wanted terribly to tear you a new a$$hole, (the dollar sign there are appropriate there arent they!)
but you did it yourself by constantly contradicting yourself throughout your entire rant.. and i quote
"believe me, if 'selling out' meant surfing more, Dora did it"
So Scott, i have a very simple proposition for you... i see that your responding to other posts. so im sure you will read this..
answer the following questions for me and the other readers..
1 from head to toe.. what brands are you wearing right now? and do you honestly think those brands are all legit
2 are you boycotting and not going to look at the new hollister cams?
3 how much did you give back this year
4 how much did your employer (SOURCE INTERLINK MEDIA) give back
5 do you think that you could surf more if you had a different job.. i bet the average waiter gets more waves in than you
6 can you honestly say that you wouldnt work for hollister if the money was right(
Posted Sat Aug 9, 2008, 1:33 PM — By PAt
hollister is for frosty softop surfers so now thanks to hollisters theres gonna be more of them in the water
Posted Sat Aug 9, 2008, 1:39 PM — By JBlades
it's a pretty remarkable thing when we can tell...with absolute certainty, without ever meeting a person face-to-face...how much they suck. inside.
what i'm saying is, if everyone who commented on here was partying together somewhere, and the guy who wrote this op/ed showed up, it would be hard to still have fun.
bass don't enjoy his life. don't hate yourself, man. that's wrong. i think you should become a better person. be happier. today! i fully believe you can do it. rock on
Posted Sat Aug 9, 2008, 3:39 PM — By Enormo
Please, the surf industry is no different than Hollister/A&F. All "surf" companies exploit the image of surfing for money. I don't give a fuck that the CEO of the "real" surf companies surf 5 times a week. They just use their cash and leverage their brands to expose the sport to the masses and develop areas of the world where they want to put surf camps and clothing outlets. The surf industry are a bunch of money grubbing whores. THANKS WHORES! THANKS FOR RUINING OUR LIFESTYLE AND MAKING IT HARDER AND HARDER TO FIND A PLACE IN THIS WORLD WHERE A DEDICATED INDIVIDUAL CAN FIND A FEW WAVES IN SOLITUDE. What a bunch of fuck-ups.
Posted Sat Aug 9, 2008, 3:52 PM — By coldness
same sh*t different pile
Posted Sat Aug 9, 2008, 5:04 PM — By whoever
What abut Bali? If it's truly about being a passionate surfer before making money, then why is all the production for these corporations done inland, in China? These folks don't surf, and you might argue, don't make enough money to surf even if they did live near the beach.
If the surf brands are reliant on 3rd world labour for the margins required to sustain the stoke within stockholders and want workers surfing, then surely Bali is the ideal place to setup production.
Highly skilled at manual labour, great craftsmen and there's no shortage of evidence they can make cheap t-shirts, jeans, watches, bags etc and turn a buck.
But.... if the surf companies were really "core" to both surfing and their local regions surfers, they'd have setup manufacturing along the coasts of surf areas and staffed them with surfers working shifts that suited the best tides and conditions.
Can't see that happening until the US dollar goes below the Yaun, minimum wage laws are gone and wor
Posted Sat Aug 9, 2008, 8:44 PM — By Dillon
word
Posted Sat Aug 9, 2008, 9:58 PM — By WB SURF
Who cares what the hell Hollister does ? We all know anyone can buy a shirt that says you surf but that doesn't mean shit. We all know who the surfers with soul are... the ones in the water.
Posted Sat Aug 9, 2008, 10:23 PM — By scorscese
What is very apparent to me is that none of you know how to read. "And should you and I, hardcore surfers, be skeptical of the Hollister brand? Um...I venture to guess that most of us don't really give a shit. We just want to go surfing." --Scott Bass
Posted Sun Aug10, 2008, 9:57 AM — By Ray
i would rather buy walmart board shorts than wear bullshit A&F i mean hollister!! i was born and raised in california. if they have been around since 1922 why haven't i seen it at the beach untill recently? when the stupid [non surfing] trendy valley kids brought it. i hate their over priced bullshit and the retards that buy it! fake exspensive crap makes you cool or something? just fucking surf dont be a poser!!! be yourself and dont let people tell you lies like when they say there from hollister but there from ohio!!HUGE WAVES THERE!!what a world we live in. tides up im gone
Posted Sun Aug10, 2008, 10:21 AM — By Happy Ganado
Not to weigh-in for or against - but because journalism, such as it is, needs to be factual I wanted to clarify two points. Hollister actually made a six figure donation to the Surfrider Foundation in 2005. Also, while many surf industry manufacturers contribute to our endemic non-profit organizations (most primarily through SIMA), quite a few do not. Carry on.
Posted Sun Aug10, 2008, 11:25 AM — By Michael Charles Ray
All surf brands are sellouts. Macho Beach Noseriders is the only brand out there that doesnt employ top surfers to post up in the market place. So if your wearing Billadouche or quickfag look in the mirror bass
Posted Sun Aug10, 2008, 2:55 PM — By Davey Jones
The author of this piece is another close minded surfer who never made it past the beach in life. This junior high opinion article above demonstrates the typical view of "the bro industry" where everyone wears a black t-shirt, jeans, and snubs their noses when you walk into their surf shops or surf offices. Most of those involved in the industry have little education and by reading this piece show us the typical rant against a clothing brand. Surfing isn't for surfer only. That's what hurts you the most.....
Posted Mon Aug11, 2008, 12:34 AM — By surforski
Wow!! Love to see the Aloha spirit alive and well in the surfing community!! I like to call Hollister The Great Midwest Surf Company!! It seem like they sell more of that crap out here in the Mid-West than all the other surf companies combined!! That's how I know I've run into a real surfer, they have their Hollister shirt on as they run around the Mall of America!! In terms of Hollister being a "real" surf company.......what exactly do they make for surfing? Boards? Leashes? Wetsuits? Wax? Oh yeah, cotton t-shirts.....I never surf without one!! On the other hand, I'm glad they are supporting Irritable Bowel Disease......We don't need any more "crap" in the water!!
Posted Mon Aug11, 2008, 1:21 AM — By matty p
You know whats funny this is coming from a scrawny loser who still has a bunk-bed. Get your facts straight before making a boring ass rant.... just cause the clothes dont fit you because they dont make xx-small doesn't mean you can rant, Surfing is something fun to do its not a scene or a style, if someone wants to wear it let em. First off I would kick your ass wearing hollister clothes in a surf comp any day... second make sure mommy and daddy dont catch you staying up too late.
p.s. nice shirt :P
-matty p
Posted Mon Aug11, 2008, 2:07 AM — By Jeremy
Well, beyond all of this, isn't it most important that we find out why the kid in the YouTube video is apparently idolizing Andy Rooney?
Posted Mon Aug11, 2008, 12:14 PM — By ScottBass
OK guys, i admit it. im uneducated and not the smartest person there is. people from the OC arent usually all that intelligent. forgive me for my near sightedness. i think that just because ive got a stiff backside cutty i know everything
its time for charles webster baer of bend , oregon , usa , who , by the way , has just been elected president of earth , to restore freedom of speech on line to the american surf media .
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http://charleswebsterbaer.com
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Posted Tue Aug12, 2008, 7:09 PM — By Melanie Page
Scott Bass, whoever you are, AMEN! I have waited ages for someone to agree with me on this, HOWEVER...certain people...ahem ^, like to side with hollister because they've got models with surfboards basicallly coming out the yin yang and have been brainwashed to think that you can copy anything genuine and still be viewed as cool. What do I have to say in opposition to these fags? BS. Lord if they took the time to know what 'hollister co.' is really about. Well a crusty old barnacle and his minions invented hollister and it's founding year, it's characters involved, (ie jake hollister, 'pro surfer that died in a surfing accident' [real creative marketing guys]) and threw a bunch of punch outs in their stores to create the ultimate lifestyle that would attract sun deprived, insecure teens in the Midwest. Talk about whoring out a genuine sport. Hollister houses and breeds the ultimate kooks, enough said. Now that you think you surf, let's see a solid cutback, sweetie. Once again,
Posted Tue Aug12, 2008, 8:02 PM — By Donk
Hollister = $$$ making machine :: Quicksilver = $$$ making machine :: Surfermag = $$$ making machine :: ALL OF THEM EXPLOIT THE IMAGE OF SURFING for money. THERE IS NO DIFFERENCE BETWEEN THEM. If they thought they could turn a profit by selling ball bearings to girl scouts they would. If you think the "real surf companies" are any better than A&F and the lot you're a brainwashed consumer.
Posted Tue Aug12, 2008, 9:40 PM — By Drew
Hollister succeeded in branding themselves beyond a market of companies that were lazy: Quik, Billabong, and RipCurl never went beyond the industry. Well Mr. Author...the industry itself isn't that popular. So you can get can get as angry as you want.. the majority of Americans don't care about your opinion or the industry. And Hollister will keep churning in the money. Its a soul-less operation whether you are selling subscriptions to your magazine or over charging people for your magazine in a surf shop. The surf shops are the sellouts, $60 board shorts, who are you kidding?
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