Surf industry now following fashion, not leading?

“Surf and skate – it's kind of slipped. I think they're following contemporary fashions. They are taking their cue from the contemporary market instead of the other way around.” - Janine Blain, Donenger Group's West Coast Director.

The industry has matured enough that big companies now need to start looking for inspiration rather than being the inspiration. That's a different system for product design, marketing, even cultural tracking. And if the economy really is tightening, only the best will survive.
SignOnSanDiego | 1.25.08