The WSL Lexus Trestles Pro got underway today, bringing the industry’s best surfers to the industry’s backyard, and surf brands are making the week their own with team parties, screenings, signings and more across San Clemente, Dana Point and Laguna Beach.
I-SEA
I-SEA is throwing what its co-founder and co-CEO is calling the party of the season tonight. Joey Santley said the brand’s status as one of the few remaining small brands supporting the sport factored into the decision to go all out.
“The reason we’re doing the party is because we are one of the few remaining small endemic companies that are supporting the sport of surfing, and as a global partner of the WSL, it just makes sense for us to host the party of the season here,” Santley said. “Brad Gerlach is the MC. We have DJ Hank, who flew in from Australia. Tunnel Vision is playing, and David Electric from Steel Pulse will be on stage as well. Nick Hernandez from Common Sense will be there too.”
“The first 500 people that get there get a Smashburger from Smalls,” he said, “and there will be four bars with different hosts and tons of games for kids and whoever wants to have fun.”
“We already have over 800 RSVPs, so I’m expecting double that, which is a bit terrifying,” Santley said. “But we’ll see how it goes.”
The party also doubles as a celebration for Cole Hausman’s win in Fiji last week, and includes a world premiere of “FUDO” from STEKO, Santley said.
Seager
Seager is the event’s official clothing partner. Company co-founder and co-CEO Mattson Smith said the brand took creative lead on the contest poster, a role that extended into the event’s broader graphic identity, with Seager artwork appearing on event tents, hats, T-shirts and the broadcast.
Seager is also running a storefront on the beach built to look like a makeshift billiards bar, Smith said. The setup includes a retro wood pool table, hanging antler chandelier, barn doors, cowhide rugs and potted cacti, and will sell official WSL merchandise alongside pieces from Seager’s fall and holiday line.
Smith said the brand is premiering its new film, “The Catalina Double,” a hunting and fishing film, at Rivian Theater in Laguna Beach on Saturday at 7 p.m.
The brand outfitted competing athletes with Seager cowboy hats and is also supplying gear to water patrol, broadcasters, judges and event officials.
“Growing up surfing in Southern California, and spending so much time surfing Lowers, this partnership is incredibly meaningful to me,” Smith said. “I’ve followed the WSL my whole life, watching every event and competing with friends in the fantasy league, so having the WSL trust Seager with the event’s creative direction and recognize us as an official clothing partner is truly surreal. We started Seager in a college garage, and seeing our logo on the stage and broadcast is a powerful reminder of how far we’ve come. We wanted to honor the WSL’s trust in us by reciprocating that trust, and we hope this partnership continues for many years.”
Rip Curl
Rip Curl North America is centering most of its activation in and around San Clemente
“Having the Lowers Pro right in our backyard is incredibly meaningful for Rip Curl,” said PJ Connell, Vice President of Marketing at Rip Curl North America. “San Clemente is home to our North American headquarters, many of our athletes, employees and retail partners, and Lower Trestles is one of the most iconic performance waves in the world. It gives us a unique opportunity to bring the global energy of professional surfing directly into our local community.”
That local push includes two events at the Rip Curl San Clemente store. On September 13, the brand is hosting a team signing alongside the premiere of “Sketchy,” with team riders including Croz, Erin, Molly, Sammy and more on hand, plus a surfboard giveaway, pizza and drinks.
On September 16, Rip Curl and Lost Surfboards are hosting “Path to Go Pro,” a panel where surfers and shapers including Crosby Colapinto, Erin Brooks, Eden and Zion Walla and Henry Mullen, along with shaper Matt Biolos, discuss what it takes to reach the professional tour, with a percentage of sales benefiting the San Clemente Boardriders Club.
Quiksilver and Billabong
Quiksilver and Billabong are also in the party spirit.
Billabong hosted its team party at Los Molinos Brewery last night, with appearances from team riders including Ethan Ewing, Seth Moniz, Luana Silva and more.
Quiksilver’s team party is today at Hobie Surf Shop in Dana Point and doubles as the premiere of “Quiksilver Young Guns,” the brand’s new surf team movie, with team riders including Griffin Colapinto, Al Cleland, Kanoa Igarashi and more expected.
The Billabong party Thursday night in San Clemente. Photo courtesy of Billabong.
