Surf authenticity

Authenticity is a recurring theme in discussions about the future of the surf industry and the integrity of its subculture. However, its usage is often vague and inconsistent, largely because the concept remains ill-defined within a surfing context. This study addresses that gap by offering a detailed examination of what constitutes ‘surf authenticity’ and how it applies to surf brands. Drawing on qualitative data from 21 semi-structured interviews, the research develops nuanced definitions of both ‘surf authenticity’ and ‘surf brand authenticity’ and proposes an extension to a widely cited industry mantra to inform practice. The study contributes to the theoretical advancement of Schouten and McAlexander’s ([1995]. “Subcultures of Consumption: An Ethnography of the New Bikers.” Journal of Consumer Research 22 (1): 43–61. https://doi.org/10.1086/209434) subcultures of consumption and Plesa’s ([2023]. “Authenticization: Consuming Commodified Authenticity to Become ‘Authentic’ Subjects.” Theory & Psychology 33 (4): 555–576. https://doi.org/10.1177/09593543231174030) concept of authenticization, while building on existing scholarship around the surf industry. Practically, it offers value to the global surf industry by fostering a clearer, shared understanding of authenticity, enabling more meaningful and productive discourse across the sector.