Cult Collection Surfing brand Lightning Bolt impresses

In the coming autumn/winter season, Lightning Bolt will once again reflect the lifestyle of surfers - in touch with nature and with its heritage in mind.

LIGHTNING BOLT CULT COLLECTION Lightning Bolt fulfils the longing for nature and adventure with a casual surfer lifestyle that is credibly and competently translated into fashion. This means the brand is in an excellent position to grow in Germany and Austria.

Text: Nicoletta Schaper. Photos: Lightning Bolt

Stories like this are popular. It was in the summer of 1971 in Hawaii that passionate surfers and shapers Gerry Lopez and Jack Shipley realised their vision of revolutionary surfboards by launching Lightning Bolt. Combined with t-shirts and boardshorts, Lightning Bolt embodies surfing as a life philosophy. Its coolness, paired with an astute awareness of nature, quickly won over fans, even outside the surfing community.

SURFING AS A WAY OF LIFE

The “hardware + fashion” model still exists today. Both segments are evolving gradually. The fashion collection is manufactured under license by Lightning Bolt Europe SA in Portugal, in premium quality due to own production facilities and always with the brand’s heritage in mind. The bi-annual collection features t-shirts with large-format prints, sweats, hoodies, and fleece styles, as well as bomber jackets and shirt jackets in checked flannel and cord. The range is complemented by trousers and accessories. Common to all styles is the spirit of Lightning Bolt, which also applies to the women’s collection. The brand is currently in the process of expanding its range for women. Retail prices range from 99 to 129 Euros for sweats and from 49 to 79 Euros for boardshorts. The latter are a regular part of the summer collection. T-shirts cost approx. 49 Euros. Lightning Bolt’s philosophy of life is not only communicated in advertising campaigns and via social media, but is also promoted with appropriate visual merchandising measures at retailers. Moreover, the brand is environmentally aware, which is proven by the fully integrated production company in Portugal. It uses organic cotton and recycled polystyrene, as well as biodegradable packaging. In terms of social commitment, Lightning Bolt co-operates with voluntary initiatives such as Surf Addict and Surfers Healing, which teach adults and children with health problems how to surf. This consistency has established Lightning Bolt as a global brand in its home market in the US, as well as in Japan, Australia, Latin America, and Europe. Currently, the focus is on Germany and Austria. Dominik Meuer’s Hinterhofagentur started representing the brand in July 2018. The list of renowned retail partners already includes 14oz and Dreist in Aachen, as well as Bailly Diehl and Daniels. “The brand not only embodies heritage and craftsmanship, but is also a premium collection reflecting a casual lifestyle,” says Meuer. Hinterhofagentur intends to expand the distribution network selectively.