On Trend and On the Wave

This page reproduces adverts taken from a range of surf publications from 2001-2014. Under the headings Performance, Cultural Authenticity, Transient Engagements and Cyborgian Skin, it portrays the ways in which surf companies market their water side surf apparel and how this can influence and define the culture and practice of surfing. These images accompany an academic paper entitled ‘On trend and on the wave: carving cultural identity through water-side surf dress’ submitted to a special issue of Annals of Leisure Research.


Cultural Authenticity

Transient Engagements

Cyborgian Skin

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