Everyone knows about the sunny, Surfin’ USA, Blue Hawaii starring Elvis, all-American fun side of surfing. There is another side to surf culture though, an aggressive, youthfully insolent, brawling over waves, Locals Only ethos that’s more torn denim than flowery board shorts.The grittier element of surf culture is brought out from under the piers by Los Angeles based streetwear label Surf Is Dead. The irreverent spirit of surf counterculture is translated into a distinctive graphic design sensibility that sets Surf Is Dead apart from the crowd.
Not all surfing is done in the water. A new capsule by Surf Is Dead sees the surf punks go all Neuromancer style cypberpunk, with lo-fi, retro tech graphics straight from the grimy underpasses of the information superhighway. When you’re making digital waves, watch out for ICE. Available exclusively at Bodega.
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