La Jolla Group and Rusty have come to an agreement that will see the Surf brand part ways with the licensing company after a six year relationship that covered the brands North American market. Rusty will go back into the hands of it’s original owners Rusty International at the vend of 2013.

As of Jan 1, 2014, the new Rusty licensee, Happy Shovel L.L.C. will assume responsibility for all aspects of the management of Rusty’s apparel business in North America.


“A further announcement will be made next week” said Geoff Backshall, Rusty International CEO.

“That said Spring 14 production has been purchased and the sales reps are on the road with summer guaranteeing a seamless transition for retailers and consumers who have known the popular R-dot logo for decades. We thank the La Jolla Group for the last 6 years and we look forward to the next phase of Rusty’s development in the region.”


Rusty operations at the La Jolla Group will continue through the end of the year facilitating all orders, customer service and marketing responsibilities for the period.


La Jolla Group was started 20 years ago with the acquisition of the O’Neill Clothing license, and has since included a variety of core brands in action sports in its portfolio. With a renewed focus on its operational backbone and core competencies, recently appointed CEO Daniel Neukomm and his leadership team are well positioned to strengthen its current brands and businesses in the coming years.


“Both Rusty and LJG have successful operations to run, so we want to make sure that our staff and sales partners know that it’s business as usual,” said Neukomm. “The timing is perfect for this transition.”