SUNDEK - from professional Surfing to iconic Beachwear
In 1958, in San Francisco SUN-DEK of California, a swimwear brand from the early 1940's, decided to increase its collection by introducing a line of shorts especially designed for surfing.
At this point SUNDEK was born and one of the first brands dedicated to the sport of surfing and waveriding was created.
In the 1960's SUNDEK starts to expand its market from California to Hawaii and the East Coast.
The innovative and brandnew solutions of SUNDEK like using velcro instead of zippers responded perfectly to the demands of professional and hobby surfers. Colorful tropical prints on cotton, soon made to increase the popularity of SUNDEK.
The next step during these first years was sponsorship of many young surfers by SUNDEK, promoting the brand as iconic-core item of surfing, which was destined to become a sought after life style.
1972 is the starting point of the rainbow boardshorts. Thanks to the technical qualities and the original signature style of the symbolic rainbow design, the shorts were easy to recognize and soon became an icon for surfers and the surfing lifestyle.
The SUNDEK presence continued through the sponsoring of the ESA (Eastern Surfing Association) and the "SUNDEK Invitational". In this period athletes like Kelly Slater, Sean Slater, Ken Bradshaw, Corkey Carrol and Mark Foo, all contributed to the growth of SUNDEK and this wonderful sport.
The 1972 introduced SUNDEK boardshorts sporting the rainbow embroidery in order to satisfy the needs of California Surfers. The characteristic fabric provided a fast drying nylon and triple stitching guaranteed durability.
This SUNDEK boardshort with its unique and recognizable rainbow on the back, accompanied generations of surfers, youngsters and beachfolks, making it one of the most demanded surfshorts on the market. Once introduced to be used primarily for sportswear, it has now become a beachwear classic.