Dads have been wearing Billabong for 10 years. It's the sheer volume of product sold and the way it's sold that stops a brand like this from being "cool".
In many ways...BBG is far more suited to being a private company.
Anti-establishment values, devil may care attitude and authentic surf ideals are what counts to their long lost "core" customer.
It's a catch 22 because cool doesn't pay the bills.
an article in afr about bbg, page-3
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