Riding a New Wave of Fashion

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So you may be more of a beach bum than a surf bum, and have no idea what it means to shred as it applies to gnarly waves—but you still want to look the part.

If you’re wondering why, it’s because the tide has turned on wave-riders and trashers who now represent a new generation of style innovators careening down half-pipes and walls of water. And in the molten-hot world of extreme sports, the influence of surf and skate in fashion has been very well noted.

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“The thing that makes the boardsports style unique is that it’s a subculture—an identity,” explains Freddy Gonzalez, President of Aloha Boardsports Inc., the company that exclusively distributes core action sports brands like Volcom, Lost and Dakine in the Philippines and founder of On Board Philippines, an initiative that aims to explore the country’s global tourism potential through surfing. “It’s important to consider the grassroots culture where all of this began.”


Being a company so immersed in the culture of the boardsports industry, it’s no surprise that Aloha Boardsport’s mix of brands fuses iconoclastic bent and mainstream fashion. It is likely the company’s insider understanding and appreciation of this rapidly growing subculture that has allowed it to straddle the delicate line separating core practitioners from everybody else and still maintain each brand’s offhand style as well as cult status. And while you’ll find plenty of looks that blend bold, art-driven fashion with the hardcore boardsports lifestyle, you’ll also see pieces taking cues from the more pedestrian world of action sports.

Volcom for instance, offers a line where the barrier between streetwear and boardsports apparel are virtually dissolved while still faithfully retaining its wearable, surf or skate appeal. The men and women’s line offers a full complement of denim, casual wear and accessories that incorporate influences from street fashion. T-shirt prints can range from your usual beach-themed graphics to graffiti prints to original artwork with Aloha Boardsports bringing in the brand’s organic line as well. On the other hand, industry names like Lost and Dakine, which draw the hardcore boardsports enthusiasts and athletes, perfectly complement their comprehensive line of boardsports equipment and accessories from brands like Webber Surfboards, NSP Surfboards, Anacapa Surfboards, FCS Fins, Southpoint Surfboards and Sticky Bumps.

“Each collection is, of course utilitarian, with an edge,” says Gonzalez. “And we want to maintain this image as the epitome for all the core brands that we carry, without alienating its mainstream appeal.”

Aloha Boardsports Inc. is the exclusive distributor for leading action sports apparel and accessories. For product information and inquiries, please visit Aloha Boardsports, Inc. at Level R3 Powerplant Mall, Makati City or call (02) 899-7332.

Photography by Dhon Jason de Belen

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October 8, 2008 at 4:22 PM

I joined this contest ( http://cleanandclearphil.multiply.com/journal/item/31/WIN_AN_ASUS_U6Ep_Join_Clean_Clears_My_Beautiful_Ride_contest ) and the prize is a shopping spree from the store specialists store.

Would Roxy be included in the store specialists list? quiksilver?


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