Montauk days.

Introducing Quiksilver’s new line of modern coastal classics. We’ve gone back to our roots to create styles that are unique yet classic…pieces that will stay in your closet forever. For our debut summer season we headed east to Montauk, New York. Its rocky coastline, laid-back culture, hidden surf breaks and grassy dunes provided the perfect backdrop to showcase our new collection.

Montauk is definitely the place you want to go to get in touch with your inner sufer. Possibly the most famous surfing spot on Long Island, Ditch Plains Beach attracts surfers and beachgoers from all over the east coast. Residents of “Montauk, ranging from deep-sea fishermen, surfers, artists, actors, and others all share a deep love for the area and the discreet laidback nature it provides .125 miles from New York City,  Montauk is a major tourist destination and boasts six state parks.” The Surf Lodge, located in Ditch Plains Beach, is the site of where we held our Quiksilver photo-shoot.The Surf Lodge is a hotel, bar, and restaurant located on Fort Pond in Montauk. This perfect location is just  a half-mile from the beach and set on a beautiful pond, the perfect visual layout for our Spring/Summer shoot.

quoted TheSurfLodge.com

When a Little Black Dress Met The Beach.

Shop the Little Black Bikini : Ykonic Bikini

Quiksilver Ambassador Charlotte O’Connor live performing “Standard Lads”

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More about Charlotte O’Connor

Inspired By: Maxi Dresses

Summer means maxi dresses! You can always keep it simple with only sandals.. but why not get creative and think outside the box.

Buy the look: Handy Crafty Cubes Dress, Story Maxi Dress

My World…


If You Listen to Your Earth, You Have Got to Listen Carefully

(Ela’s column featured in the spring issue of 7sky Magazine)

Has anybody ever noticed how many Self Help books an average Swiss bookshop exhibits? A hell of lot, that’s how many. «Self Confidence In 7 Days,» «Discover Yourself» or «Women’s Self Help.» Well, my opinion of the whole «Self Help» trend is pretty low. Primarily, this is because I’ve read that this whole «focusing on ourselves» debacle is one of the biggest problems in the wealthy western world and that it contributes greatly to our high suicide rate. But, in spite of my aversion to the self-trend I do find browsing through self-help books very amusing and so, I’ve already found myself reading lines such as «Love Yourself And It Won’t Matter Who You Are Married To» or «Listen To Yourself – this will help you build a relationship with the most important person on earth – yourself.» This sentence was pretty much to blame for my decision not to write about my green aunty, who helped introduce specific waste disposal bags in Zurich in the nineties, in my column «Listen To Your Earth» (even though I truly honor my Aunt’s achievements!). No, I decided to undertake a self-test myself.

Timo Jarvinen)

Listen carefully: Ela spending time with her Earth (photo: Timo Jarvinen)

The initial reason for my self-test was this: a guy that I had never met in my life before, was going to be in a City that lies a good six hours away from Zurich for 12 hours and he suggested that I go and meet him. One could call it a blind date for blithering idiots, as it is pretty nuts to travel six hours on a train, to spend 12 hours with a potential jerk. But then again, I did have a column to write and this self-test I wanted to carry out. And so without even asking, my Earth suddenly started speaking to me. «Do it!» she screamed and «do something irrational and spontaneous you bore!» These may not have been her exact words but even so, the blind date felt kind of right all of a sudden. You know, backed by Mother Earth, fate and all that. At most, this was going to be the wonderful beginning of that amazing love story this guy and I would tell our grandchildren in 50 years to come

I was «acquainted» with this mystery man online. The fact that I chat with complete strangers online probably won’t boost my reputation, but organizing a blind date in a bar does kind of not work per definiton. However, I already knew that he and I had mutual friends, that he shared my passion for board sports and that he was, indeed, attractive. I was – thanks to my Earth – absolutely certain that my self-test was going to be a great success.

Well. The guy seemed to come down with an acute bout of flu the minute I arrived. Whether this was an actual physical condition or simply a reaction to me, we will never know. Anyway, over the next 12 hours, he felt the need to blow his nose every two minutes and his head must have felt like the inside of a pressure cooker. In retrospect, it probably would have been nothing but fair to call the date off. But our return journeys were already booked and so we decided to go ahead with the whole thing. Pretty idiotic really. This guy did turn out to be a jerk, which wasn’t really surprising considering his condition. Yes, I could have shown more understanding but I simply didn’t feel like it as I had just spent six damn hours on a train and all I wanted was a little unconditional romance.

I could not wait to get back on the train to Zurich and curse my Earth as much I could. She retaliated, again unasked, by sticking her tongue out at me, so I responded by beating her up. Then, crying, she admitted that she only did this to me because I was abusing her for my self-test. Her and I ended up having a little talk, which really helped. We are friends again now. Having carried out my self-test now, however, I have come to the conclusion that one should never abuse their Earth, because apparently she is latently unforgiving and she likes getting her own back…

On that note, if you listen to your earth, you have got to listen carefully.

To read more of Ela’s story in German and French go to onto the websie of 7sky Magazine.

Freckles at Quiksilver Studio performing “Keep us safe”

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More about Freckles:  myspace.com/yeahfreckles

Quiksilver in Cooler Magazine

Check out our amazing Spring 2011 collection coverage in Cooler Magazine’s June-July 2011 issue!

Dress up your Memorial Day Suit

Memorial Day is around the corner and no matter what.. you got to pull out your fabulous new bikini! Style up your new suit with a look that sets the stage and let’s it shine.

Get loud with the BOLD SIREN LOOK: Story String BikiniGypsy Tour Sun-bleached Shorts

or

Go feminine with the FLORAL FLIRTY LOOK: Garden String BikiniTwist Tank,Waves Skirt

“If I have to do one more hibiscus, I’m outta here…”

Anyone who knows me well has to endure my “pocket documentation” of literally every phase of the creative process with my iPhone.  I think I started this before the Apple kids from Capitola got me to fork out a few hundred bucks every year to stay connected, but it has sure become a lot easier since.  This means two things…

1. My images are usually blurry (my sincere apologies…although the new iPhone 4 is getting better and better)

2. And I have a stockpile of thousands of images of every creative journey I have taken in the last three years.

So the later will come in handy for my Quiksilver posts.  It’s tricky blogging about real-time fashion, when the design process is actually already a year-and-a-half ahead.  I’m working on Autumn’12 and we haven’t even delivered Autumn ’11. So I’ll use this blog forum to continually look back on the creative sparks, inspiring events and “beachie” brainstorms that led up to the current season you should be rushing to your local surf shop to snatch up.  So let’s start with the events of Feb, 10th 2010 at the Laguna Surfing Heritage Museum. Looking back, this is probably the single most influential spark in the direction of our creative process for Quiksilver.  We had the mind-blowing pleasure of listening to Simon Buttonshaw relay, in his own words, the creation and history of Quiksilver.  Simon doesn’t like labels or titles, but let’s just say that he was “there” on day one, and today he’s the artistic epicenter of the brand and a constant source of inspiration and guidance.

Throughout the colorful dialogue, Simon used Quiksilver’s boardshorts to illustrate the different artistic phases in Quiksilver’s heritage from day one in 1969. We literally looked at the earliest canvas styles that the surfing heritage museum had collected all the way through to present day…decades of original art, product innovation and genuine soul.  The best words Simon spoke on this day were…”“THE ART WAS OK…WHAT WAS REALLY IMPORTANT WAS DESIGN INNOVATION, NOT DECORATION…DECORATION IS THE DEVIL”   Finer words never spoken…and this quote adorns the opening spread of our original Quiksilver concept book.

Simon talking shop on Feb 10th, 2010 at the Laguna Surfing Heritage Museum. (This is my George Greenough moment)

A few of the days distinguished “guests”

Simon Buttonshaw at the 1970 World Titles, Bells Beach