Pirate Surf.

The Pirate Surf apparel brand was created just as the world grew tired of the neon landscape of the 80s. It was 1989, the grunge market was coming, Jeff Yokoyama pivoted from his successful Maui and Sons, and created Pirate Surf. Pirate reflected the spirit of youth culture with a reckless, anti-establishment attitude. It was known for its unique hooded acid wash flannels, over $1m in sales for that product alone. Quiksilver acquired the Pirate brand back in the early 90’s weaving many traits of the Pirate product into its own Quik line, eventually shelving Pirate. Fast forward. Quiksilver wanted to revive Pirate, but in the form of private label with a big box retailer. They approached us about a full brand revitalization. It was an opportunity to give the brand a fresh new life through updated strategies, and overarching creative.