Quiksilver: Josh Rush responsible for new artistic design

By

Olivier Guyot

Published
Jun 29, 2015

Quiksilver’s new motto beginning in 2016: "Stay High". But more than just a slogan, the phrase represents the surf brand’s effort to rework its identity. With Pierre Agnes having recently been appointed its CEO, Quiksilver seems set to reconnect with it surf DNA. While its previous CEO, Andy Mooney, had opted for a wide distribution of products, the tone for spring-summer 2016 will focus more on the brand’s core.

At the helm of the new campaign is Josh Rush. A former professional surfer who has worked as part of Quiksilver’s design team since 2004, he was appointed design director at the beginning 2013. Now, he will be responsible for the brand’s global design.

For Stay High, the tone seems nostalgic. The brand explains that it is adopting the surfing spirit from the 70s and 80s. Josh Rush has surrounded himself with surfers, artists and designers (Dane Reynolds, Craig Anderson and Julien David, who have already been working with the brand).

The first images are based on a traveler-surfer kind of spirit, and the collection will be segmented into two lines dubbed AM and PM, referring to surfing destinations around the globe. 

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The brand’s ambition is to reconnect with the surf culture at large and to unite a new community.

The return to its roots is commendable, although it will be difficult for the brand to erase its positioning difficulties very quickly.