Fashion brands — founded: 2000–2009 · related keyword: Surfing

ALMOND is a surfboard brand based in Costa Mesa, California, United States. Dave Alley began making surfboards in 2007, and the brand and shop were founded in 2009. Centered on making boards that catch more waves in everyday conditions and can be enjoyed for years, the brand offers custom fiberglass boards shaped in California and the U.S.-made, recyclable R-Series. In addition to surfboards, it also makes apparel, accessories, and lifestyle goods.

Afends is a fashion brand founded in 2006 in Byron Bay, Australia, by Declan Wise and Jonathan “Jono” Salfield. Starting as a screen-printing business producing merchandise for punk and hardcore bands, it has expanded into men’s and women’s streetwear shaped by surf, skate, and music culture. Under its official mission, “Create NOT Destroy,” the brand prioritizes hemp, organic, and recycled materials, with sustainability at its core. Based in Australia, it has extended its sales and distribution overseas, including to Japan.

Brunotti RDP is a technical product line offered by Brunotti, a board sports brand from the Netherlands, and RDP stands for “Rider Developed Product.” It was introduced in 2005 to develop sportswear technology, incorporating insights from riders and the development team into its products. The line includes boards, waterwear, hard goods, and other products for board sports such as surfing, windsurfing, and kiteboarding. The parent brand Brunotti was founded in 1979 in Scheveningen, the Netherlands, by Claudio Brunotti, who is from Italy. The brand’s official history also describes the relaunch of the RDP collection.

CACHALOT is the sports line of OCEANUS, a wristwatch brand developed by Japan’s Casio Computer. Announced in 2008, its name means “sperm whale” in French. The line has pursued functions and performance suited to marine activities such as yachting, windsurfing, and diving, and has offered models featuring functions such as countdown timers for yacht racing, high water resistance, and diver’s watches with ISO-standard 200-meter water resistance for diving. Products are still sold as part of the OCEANUS series.

Coalition is a streetwear brand originating in Poland, established in 2006. Operated by ETOS S.A., it focuses on casual clothing for men and women and also offers the children’s line “COOL KIDS by COALITION.” Its official description says it combines durability and comfort with urban style, offering collections inspired by surfing, skateboarding, and snowboarding. The brand upholds openness, courage, and authenticity as its values.

Deus Ex Machina is a brand launched in 2006 in Sydney, Australia, by Dare Jennings and Carby Tuckwell. Starting with custom bikes, it has expanded across apparel, surf, snow, records, and more, and espouses an approach that celebrates a culture of creativity rather than simply selling products. Through its locations around the world, it connects lifestyle and culture.

EDGE STYLE is a Japanese eyewear brand launched in 2007. Its product range centers on sunglasses and also includes computer glasses and reading glasses. The brand emphasizes fittings tailored to Japanese facial features, a stopper hinge design that prevents the temples from interfering with the lenses, and the quality of its UV-blocking lenses. The brand name derives from “EDGE,” referring to the angular part along the rail of a surfboard. Its philosophy is to keep challenging itself to create new items without simply following trends, while maintaining quality and functionality. Its products are available at department stores, select shops, sporting goods stores, and other retailers.

ELECTRIC is an eyewear brand founded in 2000 in San Clemente, California, USA, by Kip Arnette and Bruce Beach. Rooted in Southern California’s surf, skate, snow, and other action sports cultures, it offers sports and lifestyle eyewear, primarily sunglasses and snow goggles. Its product development focuses on the intersection of style and performance, incorporating Italian-made eyewear, premium lenses, and bio-based materials. The brand also collaborates with athletes and creative professionals.

FREE'S MART is a womenswear brand that debuted in the 2009 FW season. Its store concept is a “lifestyle-oriented select store from LA,” offering natural, healthy styles at low prices. The brand has continued to refresh its identity, including through interiors inspired by surf culture and beach houses, and began a full-scale rebranding in the 2018 SS season. In addition to womenswear, it offers shoes, bags, and other items.

FULLON is a Japanese eyewear brand founded in 2002. Developed as an in-house brand by Gamp Co., Ltd., it offers a lineup centered on sunglasses, including the Blue Label with polarized lenses, the Orange Label with UV-protective lenses, and the Green Label with photochromic lenses. Its official concept is “daily-use eyewear worn casually, as if changing clothes,” and it pursues a balance of high quality and affordable prices. It also supports users involved in action sports, including surfers, skaters, and snowboarders.

FUNG is a Japanese apparel brand from Kumamoto. It was launched in 2000 by designer Yuichiro Sei, who is also a surfer, against a background of interest in the culture, landscapes, history, and style of the American West Coast. The brand name is a coined term combining “Fun” and “Good.” It offers casual wear centered on T-shirts and is characterized by hand printing, with Sei handling everything from design and plate making to printing. It translates sensibilities and culture gained through everyday life and surfing into pop, simple graphics.

G-LIDE is a sports line within Casio's BABY-G range, featuring a tide graph function. The line developed from G-LIDE models released in 2008 and offers watches suited to seaside activities, including surfing. They feature tide graphs showing tide information essential for surfers, as well as moon data. Some models are based on the 5600 series, known for its slim, compact design and comfortable fit within the G-SHOCK range.

H.L.N.A is a Japan-based board sports brand and project headquartered in Tokyo, launched in 2009 by professional surfer and photographer Ryu Nakamura. The name is an abbreviation of HUGE LEVER NEXT AGE. Spanning surfing, skateboarding, and snowboarding, it aims to broadly and accurately communicate board sports to the next generation. Its activities include supporting riders, producing and operating skateparks, selling apparel and gear, and running an online store. Under the concept “BOARD RIDERS AND CULTURE,” it presents its own interpretations of fashion, lifestyle, cosmetics, and outdoor culture, and also operates the original brand MAGIC NUMBER.

HORN GARMENT is a lifestyle-oriented golf apparel brand that started in 2006 in Newport Beach, California, USA. Centered on California lifestyles such as SURF, GOLF, and VINTAGE, it offers men’s and women’s golfwear, surf and vintage wear, athleisure, bags, and accessories. Its signature is the Freedom Logo, which combines the sea and sun with the “H” in HAPPY and HOPE, and it promotes “MAKE LIFE YOUR BETTER.” It is currently distributed domestically and internationally as one of the major brands of Cube Co., Ltd.

Honolua Keiki is a children’s brand and shop derived from HONOLUA (Honolua Surf Co.), a surf brand originating on Maui, Hawaii, USA. It opened in 2002 in Whalers Village and offered children’s apparel and beach- and surf-related products. The parent brand was founded in 1996 and operates stores and offers original products across the Hawaiian Islands, centered on products for enjoying the beach, surf sports, and the island’s casual lifestyle. Honolua Keiki is a line that extends this waterside culture and lifestyle to children.

JACKSON MATISSE is a Japanese fashion brand founded in 2005 by designer 渡邊雅義. Drawing on American, vintage, surf, and skateboarding cultures, it gives related items a contemporary reinterpretation and proposes relaxed everyday wear. The brand name comes from Jackson Pollock, known for his unconventionality, and Henri Matisse, known for his use of color. Its offerings include apparel and accessories such as T-shirts, sweatshirts, outerwear, bottoms, and bags.

Lepidos is a Japanese swimwear label launched in 2007 as the original swimwear brand of BEAUTY&YOUTH UNITED ARROWS. Director Mariko Soya oversees product planning, design, and buying. The label offers products for resort settings such as overseas vacations, beaches and pools, surfing, and diving. Its concept, “Under the sun,” expresses the wish for people to spend happy times in the sun. Tops and bottoms are sold separately, allowing customers to combine them according to their preferences. The range centers on swimwear and also includes items such as rash guards.

LOW BLOW KNUCKLE is a Japanese American casual brand developed by Sankou Co., Ltd., and launched in 2009. Drawing on street cultures such as hot rods, motorcycles, and rock, it offers total styling that goes beyond the bounds of American casualwear. It also incorporates elements of Native American and surf styles, and focuses primarily on menswear.

MAGIC NUMBER is a fashion brand launched in Japan in 2008 by director Ryu Nakamura. Centered on surf culture, it creates products inspired by the sea and nature, offering apparel such as T-shirts, sweatshirts, and outerwear. Its motto, “SEE YOU IN THE WATER,” conveys a wish to meet again by the sea, gratitude for encounters and support, and the joy of reunion. Its concept is “Revolution With Respect,” aiming to create products suited to their environments, whether in cities, nature, or different countries, while continuing to innovate with respect.

MALIBU SHIRTS is an apparel brand founded in 2004 in Malibu, California, by surfer and collector Denny Moore. It offers vintage-inspired T-shirts, apparel, and accessories inspired by the history and culture of surfing and Hawaii. Its products include history tags that share the background behind the designs, and the brand also features designs from more than 50 licensed brands, including airlines and surf brands.

MIKOH is an American swimwear brand founded in 2009 by sisters Orema Miller and Kalani Miller, who are from San Clemente, California. The brand offered swimwear as its main category, along with resort wear, ready-to-wear, and items for surfing, with Orema responsible for design. It aimed to create products that encouraged women to feel confident in their own bodies and be themselves. In 2026, the sisters announced that they would bring the brand’s activities to a close, and the official online store also closed.

NALUTO TRUNKS is a Japanese surf trunks brand founded in 2008 in Naruto, Tokushima Prefecture, by Teruyoshi Yamaguchi. Drawing on surfing and classic surf culture, it focuses on surf trunks and board shorts. The brand continues to make its products in Shikoku, applying techniques developed in swimwear manufacturing. It also accepts custom orders.

OTIS is an eyewear brand founded by John Malloy, founder of Creatures of Leisure. It presented its first collection in 2000 in Yallingup, Western Australia. Drawing on surf culture, the brand offers products centered on sunglasses, and all of its sunglasses use mineral glass lenses. Alongside making high-quality products that combine functionality and style, it states as an official mission the adoption of methods and materials that reduce its environmental impact.

PICTURE ORGANIC CLOTHING is an outdoor brand founded in France in 2008 by Julien Durant, Jérémy Rochette, and Vincent André. It offers technical and lifestyle apparel for outdoor activities, including skiing, snowboarding, and surfing. Since its founding, the brand has emphasized environmental and social responsibility and has worked to develop products using recycled and organic materials. It upholds “Ride, Protect & Share” as a brand value and places importance on the outdoor community and the protection of the natural environment.

ROARK REVIVAL is an adventure lifestyle brand from California, USA. Founded by Ryan Hitzel, it lists 2009 as its founding year in its official FAQ. The brand offers men’s and women’s clothing, bags, and accessories designed for travel and outdoor activities. It depicts the journeys of Roark, a fictional adventurer, as a story each season, drawing inspiration for product development from destinations and experiences such as surfing, running, and climbing. It also offers “Run Amok” for running, and places storytelling around adventure and discovery, along with developing gear suited to travel, at the core of the brand.

ROTTWEILER is a Japanese fashion brand founded in Tokyo in 2005 by stylist Takahiro Miyajima. Centered on menswear, it offers everyday clothing incorporating elements of American casual, surf, and rock styles. Its concept is daily wear that expresses Miyajima’s own values, and it proposes real clothes informed by a stylist’s perspective. In addition to clothing, it also offers bags, hats, and accessories. Miyajima also works as a stylist across a wide range of fields, including magazines, advertising, musicians, talent, and CD jackets.

RVCA is a U.S. lifestyle apparel brand founded in California in 2001 by Pat Tenore (PM Tenore) and professional surfer Conan Hayes. With roots in action sports such as surfing and skateboarding, it offers men’s and women’s apparel and sportswear. The brand aims to connect art, music, and fashion, and takes “The Balance of Opposites,” representing the coexistence of opposites, as its philosophy. Through its Artist Network Program, it supports artists’ work and has expanded internationally as a brand spanning art and action sports.

SABRE is an eyewear brand founded in 2007 in Newport Beach, California, USA. It was launched by Brooke McGregor and others, and offers eyewear centered on sunglasses, as well as eyeglasses and snow goggles. It plans and designs eyewear against the backdrop of subcultures including punk, hardcore, skateboarding, and surfing. One of its founders, McGregor, is known for his role in design.

Saturdays NYC is a lifestyle brand that started in Soho, New York City, USA, in August 2009. It was founded by Morgan Collett, Colin Tunstall, and Josh Rosen. With roots in surf culture, it offers apparel centered on menswear, as well as womenswear and accessories and lifestyle goods, and serves coffee in its stores. The brand espouses high-quality craftsmanship, a minimalist ethos, and classic style.

fLAnsisCA is a Japanese streetwear brand launched in Tokyo in 2006. Its concept is casual wear with a natural, open West Coast image, and its range includes T-shirts, sweatshirts, and knitwear featuring peaceful graphics. It is characterized by illustrations with motifs of dogs, surfing, and skateboarding, and is available at BEAMS and ZOZOTOWN.

go slow caravan is a Japanese apparel brand. It marks November 11, 2008 as the brand’s birthday and puts forward “Outdoor Play – Travel, Clouds, Wind, Freedom – / SOTOASOBI ~Outdoor Life~.” Its offerings center on outdoor activities such as travel, festivals, camping, surfing, and cycling. The brand aims to connect people across barriers such as age, titles, and nationality, with the unguarded hearts they had as children. It is operated by 株式会社三高, and 奥平和泰 is credited as its designer. The brand continues to publish store information and news on its official website.