Licensing the Endless Summer
“The Endless Summer,” the 1964 seminal surf film, is on its way to becoming a surf brand, thanks to the film’s director, Bruce Brown.
Torrance, Calif.–based Bruce Brown Films LLC announced plans to license “The Endless Summer” trademark in the United States and Japan in retail, apparel and sporting goods categories, according to General Manager Alexander Mecl.
“’Endless Summer’ has set the stage for the surf industry, and creating a brand is my way of paying tribute to the film,” said Brown. “It’s a recognizable logo and name because the film has been endearing all of these years. I run into people all the time who say that they spent the summer going to movie theaters to see ’The Endless Summer’ and it showed them how to follow their dreams.”
Over the years, the trademark has been featured on clothing—from T-shirts to beach towels.
For a time, Quiksilver licensed the “Endless Summer II” trademark from New Line Cinema, and Orange County–based Crazy Shirts Inc. held the license to produce Tshirts with the trademarked logo for several years.
In some cases, the logo was used without permission.
“We didn’t license the trademark for many years, and all that time it got stolen so much,” Brown explained. “I’d walk in a store, and there would be a towel with ’Endless Summer’ graphics. I just got tired of chasing it around. Now we’re really interested in building ’The Endless Summer’ as our own brand.”
The company’s first-year projection for licensing the trademark is $1.5 million, Mecl said.
Op Names Hild
Fred Hild has been named brand director at Irvine, Calif.–based Ocean Pacific Apparel Corp. At his new post, Hild will report to Dick Baker, chief executive officer.
Hild held product design posts at wholesale operations Hawk Skate Apparel and Roxy, both divisions of Huntington Beach, Calif.–based surfwear maker Quiksilver Inc. From 1997 to 2002, he served as a consultant and creative director at contemporary denim maker Earl Jean Inc. in Los Angeles.
“I’m most excited about his background, which will bring to the whole product process a fresh, modern approach,” Baker said. “The lifestyle brands he’s been associated with all are successful, high-visibility lifestyle brands. For Op to go to the next level, we feel that the addition of someone with Fred’s talent is critical.”
In his new position, Hild will manage all aspects of production and design for the surf label. Hild said he plans to focus on product development for Op’s four divisions—Op Core, Seven2, Ocean Pacific and Op Classic—and make sure there is a stream of continuity among the labels. “It’s a great opportunity for me to exercise all of the knowledge I have acquired within the action-sports fashion industries,” Hild said.
Surfwear runs in the Hild family. Hild’s brother, Randy, is the senior vice president of marketing at Quiksilver.
“We’re all competitors, but we have this common bond—the brotherhood of surfing—that keeps us together,” Randy Hild said. “There are rivalries and competition between the players, but I will always do whatever I can to help Fred do a great job.”
New Design Director at Split
Monica Woodside has been named design director of juniors at Irvine, Calif.–based action- sportswear maker Split. The hiring is effective immediately, according to the company. Woodside will report to Judy Maxwell, Split’s vice president of merchandising.
Woodside replaces Chelsea Burggren, who left in December to pursue other interests.
Previously, Woodside held design positions at Guess? Inc., Roxy, the Ocean Pacific Apparel Corp. and Miken Clothing Inc.
“We are very excited to have Monica on board as our juniors design director,” said Maxwell. “Split was looking for someone with the experience to address the dynamic nature of the juniors fashion world. We have experienced phenomenal growth over the past year, and Monica, along with being a talented designer, is an experienced manager and veteran of the industry. She will play a key role in the continued growth of our juniors division.”
In her new position, Woodside will handle all aspects of design for the juniors category as well as manage a staff of assistant designers. “My goals are to continue portraying the same image that was started with SplitGirl and continue to enhance that image by bringing my knowledge of juniors fashion and surf fashion to the company,” she said.
Split’s juniors sales are expected to increase by 50 percent this year, according to Maxwell. “We grew 60 percent last year and expect to see continuous growth over the next few years,” she said.
