In a major shake-up for the surf world, Liberated Brands — the U.S. operator for legendary surf labels like Quiksilver, Billabong, Volcom, RVCA, and Roxy — filed for Chapter 11 bankruptcy in early 2025. The move led to the immediate closure of all 124 of its U.S. retail stores and corporate offices, with nearly 1,400 employees laid off.
While the brand names themselves are expected to survive under new licensing deals through Authentic Brands Group (ABG), the collapse of their U.S. retail operations marks the end of an era for some of the most recognizable names in surf culture.
What This Means for Surf Retail
The Liberated Brands bankruptcy is more than just a business headline — it's a signal that traditional retail models in the surf industry are no longer working. Inflated costs, rising competition from fast fashion, and shifting consumer habits have all taken their toll. These brands, once the gold standard of surf culture, struggled to evolve quickly enough to keep pace.
Brick-and-mortar stores that once served as community hubs have been replaced by eCommerce and influencer-led brand discovery. Gen Z and Millennial consumers care less about legacy logos and more about sustainability, authenticity, and lifestyle alignment.
The Reset: A Chance to Rebuild the Surf Industry
While this collapse hurts in the short term, it also clears the runway for a much-needed reset.
The next chapter of the surf industry won’t be written by mass-market mall brands. It’ll be written by companies that are nimble, creative, and connected to surf culture at its core. Brands that speak the language of today’s surfers — not yesterday’s — are already rising to the occasion.
The Brands Leading the Next Wave
Vissla: Known for blending eco-innovation with creative expression, Vissla has positioned itself as the modern surfer’s brand — focusing on upcycled materials, wetsuit recycling, and storytelling that resonates with true watermen.
Florence Marine X: Backed by world champion John John Florence, this performance-focused brand is all about pushing the boundaries of gear and adventure. Built for modern surf athletes, it’s carving a new lane in high-performance apparel.
Roark: Surf, travel, and storytelling meet in Roark’s collections, which blur the line between surf wear and global exploration. Their unique voice and curated drops appeal to a new breed of adventure-driven surfers.
Katin: As one of California’s oldest surf brands, Katin blends classic styling with modern craftsmanship. Its heritage-based approach feels timeless, yet fresh — a welcome contrast to the over-commercialization that led others astray.
Final Thoughts
Liberated Brands’ downfall is a cautionary tale — but it’s also a moment of opportunity. The surf industry can use this as a chance to return to its roots: authentic storytelling, innovation, craftsmanship, and real community connection.
As legacy brands fall out of step, the stage is set for a new generation to lead. And from where we're standing, the future looks a lot more local, sustainable, and soul-driven.