California Apparel News

The Surf Industry Manufacturer’s Association (SIMA) Image Awards is like the Academy Awards for the surf set, in which industry peers vote on last year’s breakthrough performances and visionary directors. For the 10-year anniversary of the awards ceremony, more than 800 supporters packed The City National Grove of Anaheim in Anaheim, Calif., to high-five with the nominees.

“Innovation and excellence help keep the surf industry vibrant, and to recognize those achievements in our products, businesses and our employees—the creative minds that keep our products and brands original—is very important,” said Doug Palladini, SIMA president and Vans vice president of marketing, in a statement. Awards were given for outstanding apparel, accessories, footwear marketing campaigns and hardgoods.

One of the most exciting categories, “Breakout Brand of the Year,” was awarded to upstart Brixton, which beat out Quiksilver’s VSTR line, Sun Bum, Raen and Lost. The Oceanside, Calif.–based company started grassroots as grandpa-style vintage hats and has flourished into a full-blown lifestyle collection with international distribution.

Surf Ride in San Diego took home the “Breakout Retailer of the Year.”Hansen’s in Encinitas, Calif., was recognized as “Men’s Retailer of the Year,” and Jack’s Surfboards in Huntington Beach, Calif., which stocks a formidable shop-in-shop of each brand, won “Women’s Retailer of the Year.”

RVCA won the “Men’s Apparel Brand of the Year” award, a title it has held since 2010. “Women’s Apparel Brand of the Year” went to Quiksilver for girls. In 2012, Quiksilver opened its first women’s stores in the Malibu Lumber Yard in Malibu, Calif., and at Fashion Island in Newport Beach, Calif.

The surf industry honored its history and true game changers with the “Men’s Marketing Campaign of the Year” award, given to “60 Years of Innovation” by O’Neill. The campaign highlighted eye-patched founder Jack O’Neill’s invention of the wetsuit and spirit as a well-versed waterman.When it came to the fairer sex, the dreamy and escapist campaign “Let the Sea Set You Free” by Roxy resonated most, as it was the winner for “Women’s Marketing Campaign of the Year.”

Since 2008, Hurley’s “Phantom” series has won the “Men’s Boardshort of the Year.” This year was no different, with its new “Phantom Fuse” claiming the prize. For “Women’s Swim Brand of the Year,” Monica Wise, the mother of fringe swimsuits and L*Space by Monica Wise, has been undefeated in the category since 2007. Technology and how it relates to environmentalism are important initiatives in the surf industry, for which the ocean is the playground. Billabong’s “Recycler” boardshort series won the “Environmental Product of the Year.”