Surf-themed apparel has suffered a well-documented struggle in the aftermath of the 2008 financial crisis as the category’s “Big Three” brands have suffered severe subsequent financial losses. However, Euromonitor International apparel analyst Julia Illera raises the question of whether the surf apparel category is indeed “wiping out” in terms of global sales and profitability as Billabong International returns to profit for the first time in three years, Mambo sells to Saban Brands and Kelly Slater bids farewell to his long-term sponsor Quiksilver to launch a “coastal lifestyle” brand backed by Kering.
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