Always in the lead, 42 Surfboards has most recently been described by some as ECO-ICONIC.
Not satisfied to be out filming eco-documentaries, performing carbon emission studies, or being part of the latest corporate greening initiatives, 42 Surfboards wanted to part of the solution. We don’t want to talk about it. We want to be in the thick of it. We are dedicated being part of the move from a wasteful, polluting economy to a sustainable one.
And so are our customers.
As all of the media attention of late has highlighted for us, consumers are way beyond simple ‘eco awareness’. It isn’t just treehuggers, and deep green celebrities that are into the change anymore. It is every one of our customers. These are surfers. Just like you and me.
According to Trendwatching.com, the trend (coincidence?) has gone something like this:
From ECO-UGLY (ugly, over-priced, low-performance, unsavory yet eco-friendly versions of the ‘real thing’) to ECO-CHIC (eco-friendly stuff that actually looks as nice and cool as the less sustainable originals) to now ECO-ICONIC.
ECO-ICONIC "Eco-friendly goods and services sporting bold, iconic markers and design, helping their eco-conscious owners show off their eco-credentials to their peers. At the heart of ECO-ICONIC is a status shift (isn’t there always?): many consumers are eager to flaunt their green behavior and possessions because there are now millions of other consumers who are actually impressed by green lifestyles.”
According to the above definition, ECO-ICONIC is exactly what 42 Surfboards is. It's not about bragging. It's about caring. Caring about where your board came from and what it was made of and how it was made. We are talking about sustainably harvested wood and abalone. Wind-powered office and shop. And beautiful surfboards flying across beautiful waves.
We are green. We’re stoked to be green. And we are stoked to build boards for surfers that care that we are green.
Then again, we’re just as stoked to build classic wood surfboards for our customers that just enjoy a long screaming-fast ride from one end of the point to the other. Standing tall on the nose. Hand in the lip. Eyes tearing. Hair flying.
I guess nothing’s changed after all…
See you out there.
Lars and the 42 Crew.