Industry report: Surf Authenticity

The word ‘authenticity’ is commonly used in discussion about the state of the surf industry, and the subculture, but uses of the word are often inconsistent and vague, and this is because its meaning has not been clearly defined in a surfing context. Thus, a detailed exploration of the meaning of ‘surf authenticity’ and its application to surf brands is both timely and necessary. This report is a summary of a research project that explores what surf authenticity means and how it applies to surf brands, offering a practical framework for industry professionals to navigate this important terrain. This report, along with a shorter Executive Summary, was distributed to members of the Australian surf industry via their industry body, the Australian Surf Industry Association, in May 2026.