Swami's Surf
Swami's is a new breed of surf company with a very stylish and mature approach to the surfer lifestyle.
Hailing from and made in England, the brand upholds the traditions of classic English craftsmanship combined with a pure and exclusive aesthetic sense, they are fast becoming the hip and cool of the surf world, the main attraction being their exclusive hand made surfboards (made by some of the worlds top shapers) with something rarely seen in surfing; really awesome graphics.
For their boardshorts they have teamed up with luxury swimwear brand, Orlebar Brown on a limited edition boardshort collection. In addition, the beachwear line includes silk scarves, hand loomed blankets, T-shirts and sterling silver rings.
As with the surfboards, craftsmanship and aesthetics are at the core of the collection, and because the environment is a key consideration for surfers, ecological decisions have played a big role in the creation of the pieces too. The company uses vegetable dyes, ahimsa silk (which doesn't kill the silk worms in the production process) and water based inks, while working with UK craftsmen and NGOs in India to forge ethical ways of manufacturing Swami's goods.
"We have a slightly 'endless summer' way of going about things," says Swami's Giles Dunn "and try to bring out fresh and original products from time to time. I guess it's a reaction to the over saturated homogenized market that's out there."
There's an argument that surfing isn't a sport at all but an art form in its own right, Swami's seems to be pushing the boundaries between design, function and art in their own unique way.
Swami's made on high boards and threads are available exclusively at:
Swami is sick. I love the clothes and the boards are the best. I have surfed the 9'6'' longboard and its a dream. Serious respect on the beach wth that under your arm. Go at'em!
Posted by: surfero | 26 June 2010 at 01:25
that stuff is sweet. nice to see a surf company thinking about design beyond putting their logo on a shirt and charging top dollar for it. if only all surf companies were so forward-thinking.
Posted by: pierre in hossegor | 26 June 2010 at 12:52
Finally a surf company with truly great designs. I have the shirt and love
it. It is beautifully designed to the very detail. Check out the website
with its amazing pictures!!
Posted by: Philippa | 30 June 2010 at 07:50
Nice. I wouldn't mind one of those boards.
Posted by: seeinasitsfriday | 30 June 2010 at 12:09