The publishers of the seminal surf series Switchfoot have just dropped a new website which has truckload of quality vintage photographic gems and retro goodies you can spend hours pouring over.
The original Switchfoot books were groundbreaking pieces of surf and publishing history. Each book was a sell out and has bagged a plethora of awards across the industry.
“We started this back in 1999 because there was nothing in Australian surfing media that represented what we believed in. The surfing magazines were all about the contest scene and the corporate products intertwined with that side of surfing. We believed that surfing was more about the thrill of the ride, culture, the art of surfing, the joy, the stoke, the lifestyle, the music, the artists and the characters who choose this salty coastal existence.” Andrew Crockett publisher of the Switchfoot series told us
Hodaddy is now the epicentre for the golden era of surfing. They create products that represent these ideals and ethics with the environment and sustainability are firmly entrenched in their thinking.
The 60s were a decade of freedom like no other, but it was more than freedom – the 60s also contained all the surfboard design experiments that shaped how we ride waves, it bred innovation in photography, art and music – attracting artists and bona fide gurus. Surfers instinctively represented everything society was foraging for at the time – to sneer at authority, regime, status quo and the establishment. Through all the social turbulence of that era, surfers chose to walk away and follow their path to happiness.
Surfing changed in 1976, it went professional. Money came into the picture and splintered the culture – was it an art or a sport? While the surfing industry continues to this day to grapple with trying to make surfing into a legitimate sport, Switchfoot/Hodaddy continues to sit way over on the other side; Surfing the art form, surfing the lifestyle and beach life the utopian reward we strive for.
Check out their new site by clicking here
Main image: Photo by Andrew Crockett, can you spot the dolphin jumping out of the wave on the right?