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Florence,
Italy
1958
In 1958, in San Francisco SUN-DEK of California, a swimsuit brand from the early 40’s, decided to increase its collection by introducing a small line of nylon or cotton-nylon shorts especially desi...
In 1958, in San Francisco SUN-DEK of California, a swimsuit brand from the early 40’s, decided to increase its collection by introducing a small line of nylon or cotton-nylon shorts especially designed for surfing, thus creating SUNDEK, one of the first brands dedicated to this sport. In the 60’s SUNDEK expanded its market from California to include Hawaii and the East Coast. Their innovative solutions like using velcro instead of zippers, and colorful tropical prints on cotton, soon made popular demand increase. During these years many young surfers began to be sponsored by SUNDEK, promoting the brand as well as this new sport which was destined to become a sought after life style. 1972 marks the begining of the era of the rainbow boardshorts. Thanks to their technical qualities and original easy to recognize design, they soon became an icon for surfers. The Sundek endeavor continued through the sponsorization of the ESA (Eastern Surfing Association) and the “SUNDEK Invitational”. In this period athletes like Kelly Slater, Sean Slater, Ken Bradshaw, Corkey Carrol and Mark Foo, all contributed to the growth of Sundek and this wonderful sport.Brand Details
Brand Strategy
Market segment
Mass Market
Core business
Apparel
Targets
Men, Women, Kids
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