The Under the Sun documentary looks awesome. It’s funny that in the trailer they talk about the advent of competitive surfing as a sellout of soul surfing. Ultimately, though, it’s brands like Hollister that marketed the lifestyle and clothes of “soul surfers” that sped up the sellout of surf culture. I’m sure someone who cared enough could draw an interesting comparison between the former growth of competitive surfing, the wholesale brand explosion of lifestyle clothing surfing companies, and the current popout production that threatens local shapers. It would look something like this: Local shapers, good; popouts, bad; non-surf companies selling surf lifestyle; also bad. Or maybe we could just watch this movie and get a laugh that surfers from every generation have felt the oppression of big money companies selling their sport.

via 70percent