The Counter-Culture Of Surfing

Surfing has grown exponentially over the past several decades and with it surf brands have exploded and surfing has become considerably more marketable. However, at one point in time, this did not seem like it would ever be possible. In the 1960’s there was a vast expansion of surf culture, but before that surfing was not seen as a popular activity. The counter-culture ways that were associated with the sport created a view that surfers were slackers and druggies as their time was largely spent in the ocean as opposed to an office. Surfers were often misunderstood and disrespected in society and the deadbeat viewpoint of surfers didn’t change until the 1960’s when the media exposure of the sport grew and people began to flock to the ocean. In addition, in recent years there has been an increase in the popularity of surfing and an …show more content…
Walking around the city, it is easy to notice the multitude of people walking around proudly representing their city while wearing the brands iconic “screaming hand” or “Santa Cruz dot” logo they have become known for. But the impact on the city can be greater seen outside of it than within. Being a beach community, weekends are frequently packed with tourists and out-of-towners trying to catch a tan or even some waves. These people notice the popularity of the Santa Cruz brand around town and, wanting to feel a part of the community as well, will buy clothing in attempt to fit in and seem like a local. During the week, these tourists will return home and more often than not, continue to wear the brand around their town, as they want to show their friends that they are a part of a cool beach community as well. This gives Santa Cruz, the brand and the city, advertisement, as more and more people want to show that they have been to Santa Cruz as well, even though it might have been just one