Sustainability in surfing is no longer just a buzzword—it’s a call to action. As surfers, we are intrinsically connected to the ocean, and protecting it is part of our identity. Yet, with the surf industry’s growing commercial footprint, not all brands rise to the challenge of ethical and environmental responsibility. That’s where the duality of “Our Souls of the Sea” comes in: we celebrate the brands making genuine efforts to preserve the ocean while holding others accountable for their failures.

In this article, we shine a light on five surf brands that are redefining what sustainability means in 2025. These trailblazers are doing more than talking—they’re innovating, taking responsibility, and inspiring surfers worldwide to ride the waves of change.

1. Pure Apparel

What They Do: Based in Fremantle, Australia, Pure Apparel exemplifies eco-consciousness with their hand-drawn, hand-printed clothing made from durable, planet-friendly materials. Each item is printed on demand to reduce waste and uses eco-friendly inks.

Why They’re Different: Pure sources cotton locally, aligning with Better Cotton’s 2030 strategy to halve greenhouse gas emissions. Their “Tree for a Tee” initiative has resulted in over 2,000 trees planted.

Quote from Founder Matt Adams: “We want our tees to last a lifetime. The longer they last, the less we need to produce.”

2. SEPTEMBER Swimwear

What They Do: Founded by Erika Togashi, SEPTEMBER designs timeless, functional swimwear using 78% ECONYL® regenerated nylon, sourced from discarded fishing nets and other waste. Production takes place in a Bali factory where workers earn triple the Indonesian minimum wage.

Why They’re Different: SEPTEMBER’s small-batch production minimizes waste, while their commitment to worker well-being sets a gold standard for ethical manufacturing. Every product boasts UPF 50 protection and unparalleled durability.

Quote from Erika Togashi: “Sustainability starts with thoughtful design—we create pieces meant to last, not trend.”

3. Finisterre

What They Do: This UK-based brand focuses on cold-water surfing gear made with low-impact materials such as recycled polyester and organic cotton. Their design ethos emphasizes functionality and environmental responsibility.

Why They’re Different: Finisterre’s partnerships with innovative textile manufacturers have reduced their reliance on virgin resources. They are also vocal advocates for ocean health, working with Surfers Against Sewage to combat marine pollution.

Standout Initiative: The Bowmont Project, where Finisterre supports a unique British sheep breed to produce traceable, sustainable wool.

4. Outerknown

What They Do: Founded by surfing legend Kelly Slater, Outerknown combines high-performance surfwear with a relentless commitment to sustainability. Their products are crafted from organic and recycled materials under Fair Labor Association standards.

Why They’re Different: Outerknown’s S.E.A. Jeans program guarantees the repair or replacement of jeans for life, aiming to eliminate waste from fast fashion.

Standout Initiative: Achieving 90% of their product lineup made from organic, recycled, or regenerated materials.

5. Seea

What They Do: Seea is a female-led brand crafting stylish and functional surfwear designed to empower women in the water. Their collections feature eco-friendly fabrics like recycled polyester sourced from post-consumer waste such as discarded fishing nets, as well as natural fibers.

Why They’re Different: Seea focuses on creating versatile pieces that transition seamlessly from surf to lifestyle while maintaining a strong commitment to sustainability and inclusivity.

Standout Initiative: Partnering with nonprofit organizations to provide environmental education and support for underrepresented communities in surfing.

Industry Challenges and Solutions

Despite these shining examples, the surf industry faces ongoing challenges, from high material costs to the logistical hurdles of implementing circular production models. Yet, these brands prove that innovation and persistence can overcome these barriers. By investing in sustainable technologies and fostering transparency, they’re paving the way for a more eco-conscious future.

Call to Action

As surfers, our choices matter. By supporting brands that prioritize sustainability, we amplify their efforts and encourage others to follow suit. Explore the incredible work of these five brands and consider how you can make more informed, impactful purchasing decisions. Together, we can protect the oceans that give us so much joy.