Oceanside, California (PRWEB) July 26, 2012
Destination Surf is the first company in the surf industry to launch and build an entire line of merchandise from recycled / upcycled materials. As a leader in the surf travel and accessory categories, Destination has always led the way when it comes to innovative and functional equipment for serious watermen. “Upcycling is the process of converting waste materials or useless products into new materials or products of better quality or a higher environmental value”. The new line of Destination Surf upcycled bags and accessories reaffirms their commitment to being a responsible global citizen, supporting not only those who surf, but also supporting the environment for all future generations.
The new line of upcycled gear is part of a broader initiative by the founders and the new management team/investment partners who joined the company in Q1 of 2012. In addition to the new line of gear, Destination Surf has also launched a new website (http://www.dsurf.com) and refreshed the brands identity to reflect the changes.
“We are extremely pleased with the response from our retailers to the new upcycled line of board bags and gear” said Aaron Smith, son of founder John Smith, and current President. “The direction our new management team is taking the brand, has positioned Destination to have one of the best seasons ever and be able to build and keep momentum for many years to come.”
The company wide overhaul for the 32 year old San Diego based brand began earlier this year with a substantial capital investment from a group of industry veterans. Their vision for the brand has centered on creating a new voice and identity for Destination and an improved consumer experience. Additionally they have a commitment to bringing production and manufacturing back to the US.
“Part of the grand vision for Destination is to bring all aspects of production back to the US, so that we can maintain and advance our commitment to building a quality product and also support an environmentally and morally responsible position” Matt Friedman, Operations Director. “We want our brand to mean something more and we are committed to leading by example not by advertising.”
“I am excited about the opportunity to be involved with a company like Destination, the brands history and commitment to high quality, functional surf accessories has never wavered”. Scott Lincoln, Vice President. “With the team we currently have in place I am looking forward to years of continued growth and innovation.”
Destination Surf is based in Oceanside California and was founded in 1981 by the Smith family. John Smith has retired and spends his time between California and Baja. Aaron Smith (John’s son) and President, is joined by Scott Lincoln and Matt Friedman as owners and managing partners. Combining personal and professional activities that include surfing, fishing, free diving, paddling, boat building, manufacturing and time spent in the Navy, the three principals at Destination have well over 100 years of experience in, on, or around the world’s oceans.
Media Contact: 1-800-886-7999 / orders(at)dsurf(dot)com / Matt Friedman