Summary of How Quiksilver Lost Its Soul and Ended Up in Bankruptcy Court

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In the 1990s and early 2000s, Australian surf brand Quiksilver represented the epitome of cool. But as the company shifted away from its core demographic of dedicated surfers and increasingly aimed for broad-based appeal, Quiksilver’s fortunes took a downward turn. In this detailed and intriguing article, OC Weekly reporter Erik Skindrud pairs new interviews with historical records to chart the dizzying rise and fall of the Quiksilver brand. getAbstract recommends this article to surfers,’90s kids and those interested in brand development in specialized markets.

In this summary, you will learn

  • How Australian surf brand Quiksilver rose to prominence in the United States,
  • Why pro surfer Jeff Hakman’s departure from Quiksilver proved significant, and
  • How changes to Quiksilver’s operations and marketing during the 1990s and 2000s negatively affected the firm’s brand appeal among surfers.

About the Author

Erik Skindrud is program director for electronic and print publications at the Hospital Association of Southern California. He has written for the Sacramento Bee, OC Register, and other publications.



In 1976, Australian apparel brand Quiksilver was just getting its start in the United States, but it had already earned itself a reputation as “the best” apparel for serious surfers. Quiksilver’s founder, Alan Green, tapped surf champion Jeff Hakman and University of Southern California business school graduate Bob McKnight to launch the brand in America. Thanks to their efforts, Quiksilver grew quickly: By 2004, company profits surpassed $1 billion. Both Hakman and McKnight loved surfing, but it was Hakman’s reputation as a pro that really drove...

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