Seeing the stark difference between the Hawaiians surfing mo'olelo in Waves of Resistance and the current highly commercialized and endorsed surf culture today only makes me more conscious of the messages and sales tactics used particularly during this holiday season.
Just hours before reading the part in Laderman's book about Hollister (pg 150) I was at the mall with a friend and decided to go into the store. After reading the history and analysis Laderman provides on the clothing company I further reflected on my visit to the store and its influence on central California culture and style.
My central valley high school was dominated by hispanic migrant farm workers children predominantly of lower economic status, yet the over priced Hollister brand apparel was rampant. It seemed less about the desire to be "surfer cool" and more about proving to others that you could afford the brand of clothing. I think the laid back "soCal style" was appealing and fulfilled a fantasy of many who wouldn't have the opportunity to participate in the real California surf culture. But I really believe the clothing was more used as a status boost in high school hierarchy.
The idea of being a fake surfer (pg149) or owning the apparel and equipment but not actually practicing the sport has become more obvious to me after reading Laderman. I have many friends who grew up in central California (just for reference I live about four hours from the coast and five or six from the popular soCal beaches like Huntington and Malibu) and many of my friends attend colleges in beach towns like San Luis Opispo and Santa Barbara. I frequently hear stories about friends who have bought surfboards and wetsuits all the necessary equipment, but upon questioning wether they frequently ride waves the answer is always a hesitant no. Shocking. Move to the coast, buy into the idea of surfing, and fail to actually engage. Ladermans critiques are entirely true.
