Archive for the ‘STYLE’ Category

February 16th, 2009 | By | 343 Comments

New Brands: GRN Apple Tree



Having been the leading online surf retailer for the past 9 years has given Swell some obvious advantages. Needless to say, our buyers have seen and heard it all. Especially when it comes to the marketing pitches from new and emerging brands. Below is our list of the 5  most commonly used branding catch phrases:

  1. We’re totally different because we fill the void the rest of the surf industry has ignored
  2. Not only is our company made up of core surfers, but we like music AND art!
  3. Our new graphic artist is amazing. He’s this young homeless kid who’s so talented and core, he doesn’t have a cell phone or email. In fact, we haven’t heard from him in weeks.
  4. Our marketing director once competed in a WQS semi-final. He knows everyone!
  5. Our message is all about unique self-expression and creative individualism. Did we tell you Costco just placed a huge order?

So imagine our surprise when we discovered GRN Apple Tree, an eight-year-old thriving company that not only features contemporary art and activism, but has also earned a large following without ANY branding or advertising. Their popularity has spread strictly by word-of-mouth exposure—the best kind of marketing money can’t buy.  Really, you haven’t seen anything like GRN Apple Tree. Honest!

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February 16th, 2009 | By | 4,395 Comments

Swell Artist Series Tees: Koji Toyoda



If you haven’t yet heard about surf artist Koji Toyoda, you’re far from alone. However you’ve probably already seen his work, as he’s been a major force in the surf art world for the past several seasons. Having earned tremendous notoriety at last year’s international The Happening art, music and film festival, Koji has been deemed “the one to watch” within numerous influential art circles. Originally from Osaka, Japan, Koji began surfing as a young teen and developed a deep fascination with the variety of beach cultures and lifestyles. More recently, Koji has partnered with several surf brands who were eager to feature his clever blend of nostalgic surf whimsy and iconic Japanese imagery into their 2009 campaigns.

As a favorite and regularly featured artist at Laguna Beach’s The Surf Gallery, Swell was quick to see how well his creations would translate to a t-shirt. His two limited edition tees, Jogi Enjoy and Asahi are exclusive only to Swell.

February 12th, 2009 | By | 1,567 Comments

Donavon and His Orange Coat Represent for the Sidewalk Surfer

Walk in comfort. Check out 27 styles of Sanuk Sidewalk Surfers at Swell.

February 10th, 2009 | By | 2,406 Comments

Hurley’s Bar Refaeli Scores SI Swimsuit Issue Cover!


Hurley Bikini Bombshell Bar Refaeli Scores SI Swimsuit Issue Cover

LOS ANGELES, February 10, 2009 – Hurley model Bar Refaeli will grace the cover of the highly anticipated 2009 Sports Illustrated Swimsuit Issue, as revealed on Monday night’s “Late Night with David Letterman.”

This is Refaeli’s first Swimsuit Issue cover and her third consecutive appearance in the annual celebration of sun, sand and swimsuits.

“We are thrilled for Bar,” said Hurley Vice President of Marketing Lyndsey Roach. “SI is celebrated for its exceptional sport and swimwear coverage, and Bar’s inclusion in this iconic publication just underscores why she is such a great fit with Hurley.”

Refaeli joined the Hurley family in July 2008 as a face, voice and spirit of the brand. In addition to appearing in national campaigns, she hosted the 2nd annual Hurley Art Chest fundraiser for Boarding for Breast Cancer in Los Angeles in October 2008, and will judge the upcoming Hurley Walk the Walk high school fashion competition in Orange County on February 24, 2009. A design collaboration is also in the works.

A preview video of Refaeli at the SI shoot wearing Hurley swim styles Pembrooke (coming soon!) and Washed Ashore can be found at