Paul Naude, former Billabong head has released details on his new surf brands and also their Canadian distribution partner. Three new brands will operate under Naude’s holding company, Stokehouse Unlimited and they have signed on with No Limits Group and A52 Warehouse based out of Vancouver BC.
Vissla will be the new men’s surf brand, targeting 12 to 25 year-old males, and offering a full men’s surf line including boardshorts, Ts, knits, wovens, fleece, jackets, and pants.
D’blanc will be an accessory company focused on eyewear at launch. The eyewear will be Italian made and fit into the $90 to $120 price range.
As for their third brand, Naude says it will be juniors based and will launch for 2015.
“Vissla is a modern surf company aimed at the youth surf market,” says Naude. “This is a youth-driven industry. I think the youth market does, and has always, driven what’s happening in surfing and I don’t see that having changed.”
Naude credits a combination of hardgoods innovation and high-performance surfing progression with revitalizing the industry. “Personally, I think surfing has never been more exciting than it is right now,” he says. “I use the term ‘modern surf company’ because I believe that there is a shift. We have entered a new era in surfing. And I think it’s being driven by an amazing amount of innovation and creativity on the hardgoods side, particularly board builders. It’s really opened the minds of most surfers around the world.”
In the Canadian Market, Stokehouse Unlimited (USA) is proud to announce an exclusive partnership with the Vancouver based No Limits Group. “It is a total privilege to partner with Paul Naude and the team that he has assembled,” said Sean Miller, Business Development Manger for No Limits Group. “The Stokehouse team has an important balance of experienced leaders and people who bring critical vision to each brand’s direction. It is time for a positive change in the industry and we are excited to be apart of the movement that is going to drive it forward.”