October 9th, 2015
Throwback boardshorts have returned, again. After a long dark period of below-the-knee boardshorts many-a-boarsholigists were convinced that the next logical step would be an influx of “shant” style trunks, which would then escalate quickly to the surf pant- lead and popularized by Matthew McConaughey’s fine linen pants. Fortunately, good sense prevailed, and the proverbial tide shifted the other direction. As surfers noticed that they could maximize both bottom-turn AND bronzing potential, lengths began to shorten, and all was good in the world. Spearheaded by the tragically hip Southern California longboard posse, Alex Knox, Aussies, and Mitch Buchannon, these logo and length-light styles have trickled down into surf scenes across the globe. Old dudes everywhere are kicking themselves for finally just catching on to the “hip 22’s”. Oh, flap-doodle!
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Viewing the world through bikini-colored glasses, Tigerlily fuses innovative prints from around the world with classic, figure flattering silhouettes that would leave any fashion-forward beach-lover in awe. Founded by Australian Jodhi Meares, her goal was to creative a brand that represents beauty and strength, individuality and confidence. A brand that is exotic and sexy but grounded. Check out Tigerlily’s collection of Aussie beach-inspired styles at Swell!
The Eco-Edition of the Swell catalog has just arrived. A tribute to companies that are doing their part to help promote eco-conscious goods for a cleaner earth. Help support global greening by choosing to buy eco- and pass on the green goodness!