8 years ago we invited you all down to the beach for a board demo where we would unveil a secret new board we had been working on for the previous 3 years.
It was a big bet on creating something very different than anything our customers had come to expect from us, up to that point.
It was driven by a belief in the need for a better entry-level surfboard. Something extremely durable and user-friendly. Something made in the USA with a genuine sustainability story attached to it (recyclable).
And yet, as a brand who had previously been known for mostly single fin longboards with earthy resin tints, a black foam board felt like a wild risk.
But we were proud of this new thing we had made and nervously excited to share it with an unsuspecting audience.
My friends Kevin and Mark helped line the beach with the boards, so the wall of 5'4 R-Series Secret Menus was ready to go when the first enthusiastic surfers arrived.
That day, 8 years ago, was just the start of our efforts to build a more user-friendly and rugged line of surfboards. Since that day, we have introduced 3 more models (the 8'0 Joy, the 6'4 Pleasant Pheasant, and the 9'2 Surf Thump) and our development of the R-Series line is far from over.
We have some new things in the works right now, so stay tuned in the weeks ahead.
As always, I can't look backward without thanking you all for 17+ years of support. We exist to equip you guys on your various surf pursuits. The R-Series is just one important addition to the lineup around here.
Thanks to Jeffrey Allee, Cameron Oden, and Sam DeLeon for the photos of the R-Series launch day.
