I think brands should go back to being more specialised and focused on particular market segments. Sometimes the business you don’t do is more important than that which you actually do.

We play in the ocean every day but for some reason we don’t make as much noise about the environment as we should. I believe the average surfer needs to do a lot more to become a greater catalyst for change

I think brands should go back to being more specialised and focused on particular market segments. Sometimes the business you don’t do is more important than that which you actually do.