The Cottage Industry Is Thriving In Indonesia

If, as Volcom founder Richard Woolcott once said, “big is the enemy of cool,” then Lee Wilson and Brad Flora, who run Efwun and Thrash Craft, respectively, are operating deep behind enemy lines. 

Both surfer-run brands are small, irreverent, and obsessively detailed: the kind of things you only find if you know where to look. 

Add Lazer Fins to the mix—co-founded by Quik’s Puerto Rican stylist Rolo Montes and East Coast craftsman Robbie Merrell—and the result is a microcosm of surfing’s best instincts: self-made, global, and allergic to corporatization. 

Lazer has already screwed with Mikey Wright, Kael Walsh and many other gifted pro’s fin boxes, while the brand plots the release of its biggest full-length team surf film yet.

So yes, surfing’s Indonesian DIY scene is thriving. And equally, Wilson’s and Flora’s air games.

More on Efwun, Thrash Craft and Lazer at these hyperlinks.