A Campaign We Love: Rusty’s Metal Aloha

Ours is a strange and diverse culture. It stemmed from the ancient Hawaiians, and was the sport of Kings! Respectable, noble even. But then, in the words of Greg Noll, “something really went to hell in the 50s.” The two fingers-up-to-society grew strong amongst the surfing gentlemen, and the seeds of a counter-culture were sown!

And now we’re here, and, we’re somewhat jaded and confused. One man who’s too busy living to ever be considered jaded is Gen Y’s poster boy Mr Noa Deane. Therefore, you couldn’t ask for a more perfect ambassador for a Rusty capsule that represents the juxtaposition of modern day surf culture! Noa’s everything that’s now, but, his roots run deep. Noa’s dad Wayne was on the front line during the 70’s, and has entrenched the essence of surf culture in his son. Far from being a cliche gen Y’er, Noa’s interests are vast. In Stab’s temporary Gold Coast residence during the Snapper event Noa became part of the furniture. And what  a refreshing addition he was! Noa’s of the breed that throws himself head first into anything that licks his interest. Whether that be art, music, history, or merely the highly unglamorous back-end of surfing’s premier media house. And the words, such unbridled profanity. Noa Deane is a surfing philosopher!

“The progression of surfing in my dads lifetime is crazy. I wonder if the progression will travel at the same increment for the next 20 years… I’d say probably not. It’s like car racing. How much crazier has that gotten in the last 10 years? Not very. Just a couple of milliseconds improvement on a lap time. Not that car racing’s really a very good example. Or even skating. People are still doing the same stuff. Baker 3, back in 05, is still super legit.” Such observant profanity.

The Range itself is seriously fresh. Two contrasting prints on the one pair of trunks: One hawaiian tropical vibes, and one heavy metal. And, it works! Josh Kerr and Noa Deane surfing in the trunks complimented by matching two-tone fabric inlays under the glass of the R dot board is a certified visual treat. The evil dumpster trunks themselves are made with Rusty’s signature X flex 4 way stretch, and, they’re ‘Dumpster’ fit. Meaning: just the right amount of drop crotch.

Metal Aloha makes perfect sense if you know Noa and Rusty. A sprinkle of destiny, a dash of fun and a pinch of controversy! (And, between you and I, no shortage of tongue-in-cheek!) Metal Aloha’s a depiction of where we are right now. Think the cats from Big Wednesday moshing beneath the shack at Windansea to Sepultura. You might never get to be young and fabulously transient like Noa Deane, but you can buy his trunks; that’s about as close as you’re going to get to the life of the young libertine. Add a little aggression to your life, it’s really quite exhilarating.

Grab yourself a slice of the pie, right here: