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How Quiksilver Lost Its Soul and Ended Up in Bankruptcy Court

Erik Skindrud

OC Weekly, 2016

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In the 1990s and early 2000s, Australian surf brand Quiksilver represented the epitome of cool. But as the company shifted away from its core demographic of dedicated surfers and increasingly aimed for broad-based appeal, Quiksilver’s fortunes took a downward turn. In this detailed and intriguing article, OC Weekly reporter Erik Skindrud pairs new interviews with historical records to chart the dizzying rise and fall of the Quiksilver brand. getAbstract recommends this article to surfers,’90s kids and those interested in brand development in specialized markets.

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Australian surf brand Quiksilver got its start in America in the mid-1970s, thanks to the collective efforts of surf champion Jeff Hakman and University of Southern California business school graduate Bob McKnight.
Hakman served as the main link between the brand and its surfer customers. But Hakman’s increasing drug addiction led Quiksilver to sever ties with him in 1982.
After Hakman left, McKnight began manufacturing Quiksilver products overseas. Quiksilver launched the women’s line Roxy in 1990 and purchased the ski brand Rossignol in 2004.

About the Author

Erik Skindrud is program director for electronic and print publications at the Hospital Association of Southern California. He has written for the Sacramento Bee, OC Register, and other publications.

How Quiksilver Lost Its Soul and Ended Up in Bankruptcy Court

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