I wish this guy promoted more Aussie boards - JS, DHD, Maurice Cole, etc.
He says something in this video along the lines of: "even though it's tempting to talk about quiksilver, billabong and all the problems the surf apparel industry is having, we should focus our attention on surfboards and the people who build them, because they need us way more, and thats what the entire surf clothing industry is built on - surfboards"
I'm paraphrasing, but you can see it at 1:55 in on this video.
It got me thinking how little a t- shirt or pair of jeans or cool hat actually has to do with surfing, and how the people who make surfboards, leashes, wax, traction pads, etc, have everything to do with surfing.