Well said and thanks for this article. Is it really hard to make sense of the strategy they are trying with this? Are they a surf brand that happens to do fashion or are they a fashion brand for surfers. It's two cultures colliding without a real fit and a real display of insecurity. Surf culture is inclusive of everyone which is the opposite of fashion which all about surface and how you look pretending to do stuff. In advertising lingo; Surfing makes me feel good vs surfing makes me look good.