Why The Surf Industry’s Kingmakers Are Betting On Florence - Stab Mag
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"I think John’s always been a bit of a square peg in a round hole on tour," said Florence Prez, Pat O'Connell. "I do think he likes it. He likes to compete. I think he sees it as a game — like, “This is cool.” But is he emotionally and morally fulfilled by it? No. I think he wants to get the hell away and sail a boat to the moon. And honestly, that can be just as inspiring — maybe more so — for the next 30 or 40 years. The risk with some brand deals is that, as soon as you step off tour or disappear from social media for a bit, everything starts to decline. But with this brand? It keeps going. John can serve as the inspiration — but he doesn’t have to hold it up every single day. That’s a really positive shift for him."

Why The Surf Industry’s Kingmakers Are Betting On Florence

Pat O’Connell and Evan Slater on why ex-Volcom, Billabong and Hurley CEOs are backing it.

Words by Ethan Davis
Reading Time: 10 minutes

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