It's a flashy, punk and futuristic. Progressive and slightly controversial. But that's how they like it. Super Surfboards is ready to launch their worldwide revolution following the lead of Clay Marzo, Dion Agius, Kolohe Andino and Tosh Townend. It's surfboards the way skateboards do it. Get your favorite surfers board, graphics and vision beneath your feet. With a highly anticipated website full of fresh, skate company influenced clips and info, this could very well be the future of the surf industry.
SURFING: HOW DID THIS PROJECT GET OFF THE GROUND?
BEN SNARE: Basically Tosh and Dion had been talking a little bit -- and both being pretty business savvy-- they'd been looking at the surf industry and the skate industry and asking, "What can we do to make surf more sick?" And with Tosh and his background in skating, and using the same model of how the teams develop in skating he noticed its all about the riders. Dion had known Mark, the major investor in the project, and Mark loved the idea. So they put together the best, most marketable team they could, and since there are only so many guys in this industry who can sell surfboards, they chose the crew they have now. The whole thing is based on lifestyle, image and progression and we feel each of these guys brings a different element to the table.
WHAT'S THE BASIC IDEA OF SUPER?
The main idea is, for example, is it allows is for kids to see Kolohe in a video and get all stoked on his surfing, and then they can go get an identical board as him, like the same one he had in the video. The boards have full graphics. It's not paint, it's graphic, more like skateboards. There's two or three lines a year and its very branded. You'll see in a video part, each of them on a Super. It's about letting kids be a part of it instead of on the outside. They'll be popping up in all the surf shops everywhere in the next couple weeks
WHO'S SHAPING THESE BOARDS?
There's not going to be one guy. There's going to be a group of shapers. We're a really rider driven company, though. It's not about the shaper. No kids care about that. Who's really 15 and 16 caring about that? They're like, "Just give me a board that shreds, I want to surf like Clay." There will be a variety of shapers to choose from though, but its about the riders.
HOW DO THE DIMENSION WORK?
Kolohe's board is more for groms. It's like 5'0" to 5' 8." Clay's board comes in 5'8" to 6'3." Our biggest board will be Tosh's and it will go up to a 6'6" They're all geared toward progression. We look at the target market as anything from 0 to the age of 25.
Dion Agius pours over some fine print
HOW ARE THE GRAPHICS DONE?
It's all computers. We have a really good design team and they're really looking into what's going on in other industries and seeing what's working so they're ahead of the curve.
DO SHAPERS HAVE ANY NEGATIVE FEEDBACK?
I think the old school shapers do, but I think Tosh put it best when he said, "A lot of the old shapers are going to be pissed. But its not about these older guys, its about us."I'm sure there's going to be some backlash, but it is what it is. The industry has to move forward. Shapers are getting older and everyone want it to be about the rider.
WHAT'S THE MAIN GOAL OF MOVING THIS ON?
Basically whats going on is we're launching in Australia in the next two weeks. Then we're working on a trip in Australia and then Indo. We're going to be filming for our first movie. That's what we're really going to be pushing in the next year. We want it to be different, more like a Spike Jonze type of movies. So many surf films are the same style, nothing knocking that, they're good, but we just want to take the opportunity to do something really creative. And that's what this whole company is about. Being creative and show it through the lifestyle. Our website too is going to be sick. Like when was the last time you were on a board company website and you were stoked to be there? What were doing is we look at the skate companies sites and they're sick. They have new footage every week, drawing kids back and it's all just fresh and updated. People want to know where's Dion now. Where's Clay traveling to? We'll have blogs and fresh info every day. The website will be launched the end of the month.