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Bikini’s and activism. How modern surfing is leading the way towards a minimalist life

It’s our third year visiting the annual, huge Surf Expo in Orlando. It’s a convention celebrating “catching a wave” and the retailers who sell to surfers and wannabe surfers. It’s also a place for cutting edge products about to hit the market. For us it was an interesting snapshot on how quickly things can change in our culture.
Last year, despite promoting everything from resorts, boards, and cool sunglasses there was a sameness to the products. It was a mecca if you were a size 6 millennial with money who wanted to live a “salty and sandy life”. The business of surf shops and Panama hats was steady. There were a few small venders inventing innovative products such as waterproof zippers and bags, or were sourcing their clothing supplies from fair trade third world markets. 4 Oceans had a prominent booth talking about the evils of single use plastic. But mostly the feel 12 months ago had been commercial and exactly what you expect from a National Trade Show.
This year the vibe couldn’t be more different.
It seemed that in 2019 the Surfing business developed a conscious.
In a year of Greta Thunberg the urgency to save the planet, the oceans, and world community as a whole has exploded into the surfing way of life. Every second vendor seemed to have a worthy cause that was the motivation and received a share of the profits. From feeding street kids, to climate change research and advocacy the 20 something target market has insisted that their purchases mean something.
Surfers it seems, may be early adopters of a new way of life. So instead of beach beauty products there were things for real people, and for people who want less rather than more. From sunscreens with no harmful reef chemicals, to reusable straws and cups, to absorbent towels made from re-cycled plastic drinking bottles the products this year impressed us. The companies getting interest at the show were promoting environmental and ethical sustainability.
Our favorites included underwater speakers, (Spequa), Jewelry (Purvida and Enso silicone rings), Chaos hats, and the towels made from plastic bottles by Nomadix.
There was some great fashion, (we LOVED the fine art umbrellas and reversable raincoats, and ernest seashell hair clips) but we noted for the surfing culture the tipping point has started. The youth surfing market is demanding the businesses that sell to them have a purpose. And that change is here to stay.