Some days ago, the French brand Oxbow opened its pop-up store called “Maison de Surf” in Paris. During one month, you can discover all the products that made Oxbow famous since its creation in 1985. You can also get some inspiration thanks to the beach culture flair that surrounds this place. Oxbow has been in the surf game for several decades. If you are not familiar with the brand, I can tell you that Laird Hamilton, Kai Lenny, Matt Meola, Duane de Soto or Gary Elkerton were part of the team. Since the beginning, its perception was premium. As a kid growing up in Corsica, I remember we had to wear a t-shirt with an Oxbow tag on the back of your left shoulder to be cool -I never had one cause it was expensive, and honestly, I didn’t feel less cool than the kids that wore Oxbow.
The range of the Oxbow products is quite wide: casual clothes, swimwear, boardshorts, wetsuits, longboards, etc. There was a time when Oxbow was involved in motocross. But due to some financial issues, they stopped it. They also stopped sponsoring Laird, Kai, and Matt, and put the focus on the French riders. Today, the team is made of : Antoine Delpero, Jérôme Sahyoun, Arthur and Alice Arutkin, Clovis Donizetti, Ludovic Dulou (for the watersports), Anne-Flore Marxer, and Thomas Delfino (for the mountain sports). Oxbow has made the choice to bet on the lifestyle to get visibilty, and not on the contests. While some brands highlight the performance of their athletes, Oxbow prefers to promote the experience of its riders through surftrips, videos, and photos. In brief: “promoting our brand and its values via a lifestyle content.” And a premium positioning: Maison de Surf refers to “Maison de Haute Couture” which is used by high fashion brands such as Chanel, Dior, etc.
Moreover, Oxbow has collaborated with a selection of the finest surf photographers, including the legend Sylvain Cazenave.
At the Maison de Surf, you can buy the Cocorico Surf Tour t-shirt, which is exclusively sold there.
Maison de Surf
96, rue Beaubourg – 75003 Paris
Open from 10am until 7pm
Agenda of the events and more information on http://maisondesurf.com/
Photo credits: Oxbow