PRIMEDIA Enterprises and TS2 are collaborating to launch a new apparel line dubbed “Busby Ltd.” under the Surfer brand. Surfer, a magazine and brand known for his global reach and connection with passionate surfing enthusiasts, has been around since 1960. With such a connection to loyal surfing die-hard’s, it is only the next logical step to extend its branding into its core market that sees surfing as a lifestyle.
The Busby Ltd. label will create a line of Surfer branded shorts and board shorts, t-shirts, sweatshirts and headwear for boys, as well as men’s t-shirts, sweatshirts, and headwear. Also under this label a lifestyle apparel line will launch called JOB Apparel Collective and a shorts-focused line of authentic plaids called TARTAN. All retail lines will become available at the retail level come Spring 2007.
The focus of this apparel line is to keep true to the authentic surfing culture, which is one that is deep and passionate about their lifestyle. Launching this apparel line only deepens Surfer’s connection with its consumers, whom identify the Surfer brand as the voice and authority on surfing.
Once this apparel line debuts, it will be interesting to see if surfers feel that Busby Ltd. has lived up to the Surfer name. For those who want a sneak peak prior to Spring, you can catch Surfer and its Busby Ltd. line at the Surf Expo this January.