Quiksilver Opens Shop In Parisian Fashion Hub

48.4 million international tourists people visit France per year. 

Just over 19 million of them visit Paris. 

Many photograph themselves near a 300-meter (984 foot) wrought-iron lattice tower constructed in the 1880s. Some of them pay to watch unclothed women perform at a place named after a red windmill. Many of them stand in line to look at the consequences of Leonardo da Vinci’s brushstrokes, and some of them rub cake on it because they’re unhappy about warm weather. 

Often, visitors to Paris feel that the city’s inhabitants are rude, but that their rudeness has a certain magnetism to it, and so they try to emulate them to a degree. Some visitors engage in atrocious acts like walking around in ill-fitting Chinese-made berets. Others interpret a high price tag as a symbol of quality and/or scarcity and spend big on fashion — Paris is a place where a hoodie might set you back 300 €. Brands like Hermès, Louis Vitton, Chanel, and Dior were born there.

Anyway.

Quiksilver just opened a shop on Rue du Temple, one of the city’s shopping veins. And, they kept it core. The shop primarily sells two things: Surfboards and boardshorts — the two things you need to get the job done. 

As the Surf X City phenomenon pops up in metropolises around the world, it’s nice to see a brand own its identity rather than try to reinvent itself. And it makes sense here — Paris is a quick flight or train ride to the coast. And, more than wearing a beret or high fashion brand, the real people of Paris just want to go surfing.