Our independent surf label, ‘X by ANALOG’. 

Born from a love of surfing, music, art and design X by ANALOG is a lifestyle brand, as much as it is a surf brand. Looking backwards it takes classic concepts from past eras and brings them forward to the modern day, drawing a lot of inspiration from the 60’s when surfing was considered a lifestyle. The ‘Country Soul’ movement of the 60’s saw the rise of country towns like Byron Bay and a subculture that still exists to this day. 

Over the past 40 years as the surf industry has grown the dominant players have focused on performance and sport, alienating the vast majority who surf for the fun of it. To this day, surf brands still target the youth market, whereas the average age of surfers is 34 in America and 45 in Australia. Although small independent labels are already on the rise, only Rhythm is successfully targeting an older demographic. 

Starting small and hiring experts, we have 2 veterans on the team. Our Creative Director, Steve Gorrow, was Global CD of Billabong and head designer at Insite. Our Production Manager, Phil Hayes, was senior designer at Quiksilver and RipCurl for over 25 years.  The product range and aesthetic will be driven by Steve. Inspiration for the brand comes mainly from Rhythm, Album, Banks Journal and TheSurfersJournal. 

Within 3-5 years the aim is to build the Label up and spin it off into a separate company, with ANALOG either keeping a stake or selling out.