Surfstitch launches quarterly publication in partnership with Stab

Online retailer Surfstitch has launched a quarterly publication – Post – in partnership with men’s interest magazine Stab.

The new print joint venture will offer a mix of fashion, surf, travel, culture, lifestyle and apparel content in a matte A4 newspaper with hover-to-shop functionality.

Surfstitch managing director Jevon Le Roux said the collaborative effort gives the brand a new and unique output for its content.

“Print may seem like an unusual choice of medium for SurfStitch as one of Australia’s biggest online retailers, but therein lies the point.

“Post complements the rapid delivery offered by our mega digital footprint, with a tangible face and longevity for deeper commentary. It’s been a true collaborative process between the team at Surfstitch and Stab with a strong emphasis on both style and storytelling.”

The 40-page summer 19/20 edition has an initial print run of 200,000 and will be distributed until January 2020.

Dane Patterson, general manager, brand and e-commerce, Surfstitch, said the launch of the Post was a play to extend the reach of the brand: “The Post’s physical format offers a premium format to connect with our audience, integrating long-form narrative, strong visuals and typography.

“It’s been fun to produce a piece of print content which can live on someone’s coffee table however we also wanted to ensure the link to our digital platform was seamless. This is enabled by the use of hover-to-shop functionality, linking customers straight to the curated product featured on the paper in front of them.”

Stab was purchased by Surfstitch in 2015, and bought itself back from the company in 2017. Co-founder Tom Bird said Post reflected the long relationship between the two companies.

“We’ve had a long relationship with the SurfStitch team and understand the nuisances of the brand and audience. Together we have produced a unique blend of content that reflects the breadth and diversity of the customer base whilst retaining the authentic tone and ‘Saturday state of mind’ the SurfStitch community loves.”

Post can also be read online. It launches with a new brand campaign from the retailer – The Common Thread Between Us – which was produced by creative agency Verb Syndicate and showcases ‘real’ people wearing Surfstitch products they love.

Colin Blake, Verb Syndicate, said: “We’re all connected. Common Thread Between Us aims to challenge the tried and tested formula of campaigns, their themes and how they’re shot. SurfStitch is for the everyman and everywoman, it’s inclusive and we want people to feel that – no matter their lifestyle or background – we’ve got them catered for.”

The real people featured in The Common Thread campaign range from roof tiler and single dad Mark Beavan, to skater and hardware store working Bec Soloman – to double-life living Cameron Cooper – part-steel worker, part-rocker.

“At Verb Syndicate we specialise in being nimble and easy while creating quality work. This suited Surfstitch and The Common Thread Amongst Us campaign style,” said Blake.

“We aren’t taking normal people and trying to make them models – the normal diversity of the group resonates with the SurfStitch product and we are highlighting that by letting people just be themselves. None of the scenes are overly planned or set-up, with the TVC story line featuring a real-life experience – a group of people making their way to a real gig featuring Bad Dreems.”

The campaign will be executed across outdoor media and digital.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.