SurfStitch launches summer campaign with brand repositioning

After 15 years as a leading surf, skate and streetwear e-commerce site, SurfStitch has repositioned its brand with a new identity and campaign, ‘Ready for Everywhere’.

The new look aims to inspire people to “embrace their lifestyle, whatever it may be”, with a strategic shift committing to categories outside its norm.

“Our new brand identity and campaign embraces the effortless transition of our customers between work, life and play,” said Sacha Laing, CEO of Alquemie Group, owner of SurfStitch.

“Curated with real life in mind, our products are not just fashion, but gear for living. From surf to summit, we stand for style without the high maintenance.”

The platform currently features over 300 apparel and lifestyle brands across a range of retail categories including surf, snow, skate, outdoor, street style and activewear.

The new look has seen the business be reductive, streamlining its features.

Creative director and head of marketing at Alquemie Group, Luke Williams, said it takes confidence for a brand to simplify when evolving its identity.

“But with that refinement comes clarity, and in this case it takes the form of a new logo that reinforces the brand’s online presence, flexing in digital and animated formats as a tool to communicate the broad range of categories in which we play,” he said.

“Paired back with a more elevated approach to imagery, our new visual identity marks the beginning of a new chapter for SurfStitch.”

The campaign is live across CTV, Youtube, OOH, social and digital.


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