Derek Rielly was a co founder and started Beachgrit with others....

Derek Rielly was a co founder and started Beachgrit with others. From my perspective he is the one with finger on the pulse.

Not trying to speak negatively regarding SRF as a business in general here. I am a surfer and trying to offer a perspective that most on here may be lacking when it comes to the image of SRF from the inside. I really don't think this will have a huge impact on their sales as most real surfers these days don't wear the brands. Sure they sell boards etc but these have very low margain and high shipping costs. Personally I don't know a single person who has purchased a board from them. Would be interested in the statistics but I'd guess 75% of sales would be for clothing to non surfers. Wetsuits would do ok but is still hard to compete with online prices from the USA.