Week 2. The History of Rip Curl.

I think being a Canberra born and bred girl growing up with a father who spent every waking moment at the beach surfing, right up until his third child was born, there can be no more sentimental brand to research then Rip Curl.

However that being said I have to this day no memory of my dad surfing, only the memories he told me and the photographs seen.

Rip Curl, a Brief History  

Rip Curl began around 1967 during the 'short board' surfing evolution in the small town of Torque Victoria by Doug 'Claw' Warbrick and Brian 'Sing Ding' Singer.

http://www.ripcurl.co.nz/index.php?thename

The Rip Curl name was the idea of Claw, Sing Ding hated it and said; 'well I think is is a bloody stupid name' Claw responded with; 'its a great name, you rip the curl! get it? the grommets will love it!' and so Rip Curl was born.  

During this time innovation and enthusiasm overruled technical ability in design and production but Rip Curl concentrated on producing small quantities of functional surfcraft for 'local' waves and local riders. In rip Curls words 'to fit the board to the surfer and where he or she wants to go on a wave'. Essentially they zoned in on the local market and tailored a product to suit the local needs. They listened to what was needed and produced a product to suit these needs.

Rip Curl surf boards did well in the competitive market that was responding to the design revolution, however in such a tight market Claw and Sing Dong were sinking and were looking for that edge, so in 1970 Rip Curl entered a new market and this changed the future of the company forever.

In 1970 Rip Curl began to manufacture, by hand, wet suits for surf board riders, the difference between Rip Curl and the other two companies in the market was, Rip Curl wet suits evolved through interaction with local surfers. They looked at the essential needs of the local surf community -they surfed in cold water Victoria-and Rip Curl began to produce a product for local needs.

By 1973 Rip Curl led the Australian market in surfing wetsuits.    


In 1973 the first Rip Curl Pro surf event was held at Bells Beach, with little prize money but with legendary names like Michael Peterson this set in motion the birth of Pro Surf in Australia and the rest of the world. In 1974 Coca-Cola and Rip Curl sponsored the first Australian Professional surfing tour attracting the world finest in surfing and brought surfing from the beach into the bedroom and lives of ordinary Australians.

by 1977 Rip Curl was the biggest producer of wetsuits for not only surfers but sailers, winder surfers and water skiers.  In 1978 Rip Curl was lunched into the world market first with orders taken in California then France followed by Germany and then Europe. Claw and Sing Sing sold their technology and design ideas through licence agreements and in 1981 established its first corporate licensee, Lowers, in Southern California.  

Throughout this international expansion Claw and Sing Ding were determined not to get caught up in the money and lose sight and touch with the grass roots of surfing or the corner stone of soul surfing 'the search' and both men continued to travel and surf the newly found breaks in Bali, Penang an Uluwatu. These being the core values that underpinned Rip Curl.

In 1980 Rip Curl began to diversify and experiment with clothing “Give surfers boards, wetsuits and eight foot barrels ... and they still need something to wear when they get out of the water.” Singer was not interested in the fashion, he was interested in the simple, low key, durable and functionality of clothing.  What began as an experiment became Rip Curls largest product devision, Rip Curl became a major force  in the Australian Clothing Market and to the amusement of its creators set fashion trends in large section of the market. 


Not only did they break into the fashion market but they also broke into the Maountainwear market. Like  most surfers Claw and Sing Ding were drawn to the snow fields of Victoria's Mount Bulla and it was a natural progression to produce specialised garments that met the real need of skiers and future snowboarders based on functionality, comfort  and reliability.  As always Claw and Sing Ding were their own test pilots with research and development beginning and ending on the slopes.  


Rip Curl is still today about 'the search' with an International team of designers who regularly travel the world surfing, testing the water and smelling the air. Cultural and language barriers are lost in the surf and the accompany design meeting that follow a session bring each and everyone back to the grass roots of surfing - the vital ingredient.    

http://www.ripcurl.co.nz/index.php?international

Sources

The Company History, Rip Curl, viewed 26 February 2012, <http://www.ripcurl.co.nz/?thebegining>