The hippy movements, the Beach Boys’ songs, the movies like the Gidget series or the Endless Summer are all factors in the myth of Hawaii, California and the surf culture.
Sundek, a Californian bathing suit company, jumps onto this hip surfing trend and concentrates its efforts in creating strong, easy to dry and fashionable swim shorts. Surfing becomes THE life style and soon the beaches were crowded with Sudenk’s latest icon: a rainbow across the back of the swim shorts. Sundek immediately became known as the sun brand, thanks to its flaming logo resembles the waves on the ocean.
The style that was developed in these years immediately becomes a classic: a technical board short in two ply nylon, triple stitching, a velcro closing and the typical rainbow on the back. All of the surfers in that period wear and want these shorts. Soon the beaches are full and the brand has the necessary appeal to expand the distribution to Italy, Japan and to other countries.
And this is the way that Sundek has conjugated the world of surf with beachwear and has become famous in the fashion world where its collections that have become bigger and more complete are distributed in temples of glamour.
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