20250910 Surf brand main

Torquay surfers take to the sea on Aug. 17. Among the world's largest makers of surfing equipment, Australia's 'big three' face challenges appealing to both hardcore enthusiasts and more casual fans of the lifestyle. (Photo by Suzu Takahashi)

Australia's surf giants drift as big retail, newcomers catch wave

Some see Rip Curl, Quiksilver, Billabong closer to mall than beach, shedding cool

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