Battle of the North Shore Brands

Is it just me, or does it seem like every winter on the North Shore, a new, upstart brand emerges?

There are at least three North Shore-based surf brands currently battling it out to capture the imagination and hard-earned dollars (or at least the allowance) of surfers throughout the United States and worldwide.

The first - and definitely most recognizable - is Da Hui, founded by the legendary Eddie Rothman, licensed by Sunny Garcia, and featuring (among other teamriders) Eddie's son Makua.

Next, we have WolfPak, run by Kala Alexander, perhaps the most fierce of the Pipeline enforcers. This brand had a big year in 2005 but has seemed to run out of steam a bit in 2006, perhaps in favor of...

Pipeline Posse, with Braden Dias, Jamie Sterling and friends, which has been enhancing its visibility this year with a new line of tees, hats, hoodies...you name it. Also made of up Pipeline enforcers, the Posse if somewhat less notorious than WolfPak or Da Hui.

It's great to see the various ways in which entrepreneurial young surfers are making a living on the North Shore. Whether it's movies, apparel, photography or simply outsurfing the international pros that are currently visiting, the energy level among North Shore surfers is consistently high these days and there's always something positive going on.