Surf Trend in Fashion: Why You Want to Ride the Wave This Summer

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Marlowe Granados explores fashion’s recent surf trend. Hint: Our obsession isn't because we’re nostalgic for Bumble and Bumble Surf Spray and Blue Crush.

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So why were designers so taken with the beach scene this season? Was it a curious nostalgia for? Douglas Booth, emeritus professor of sports studies at the University of Otago in New Zealand, says it has more to do with our collective yearning for the “freedom, idealism and fun” associated with surf culture and that we associate the sea with “tranquility, calm, escape and wonderment.

The Kīlauea volcano on Hawaii’s Big Island, which was the inspiration for Ambush’s collection, had erupted, destroying as many as 700 homes. And shortly after Calvin Klein showed rolled-down wetsuits and swim goggles, Hurricane Florence wreaked havoc along the east coast of the United States. But the worst is hardly over.

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