This is no April Fools Joke - How Driftline is focused on authenticity

As a small swimwear brand that prides itself on innovation, functionality, and a deep connection to water culture, we understand the importance of staying true to our roots while continuously pushing the boundaries of what's possible. That's why yesterday’s news of Authentic Brands' acquisition of Boardriders (Quicksilver, Billabong, Roxy, RVCA, DC Shoes, Element & VonZipper) has caught our attention and left us wondering what this means for the future of the industry.

On one hand, Authentic Brands' reputation for acquiring struggling brands and turning them around could be seen as a positive development. With their deep pockets and extensive network of resources, they may be able to provide Boardriders with the support it needs to thrive in an increasingly competitive market - especially with some of the brands involved having a troubled financial past in recent years.

However, as a small brand that values authenticity above all else, we can't help but be a little worrisome of the motives behind this acquisition. In some ways, with so much consolidation happening in the watersport industry, it's becoming increasingly difficult for independent brands to compete with larger conglomerates. But, at the same time we have never backed down from a challenge and we truly feel that authenticity and superior products will win in the end.

Furthermore, with it being April Fools' Day, we can't help but feel a sense of irony in the fact that this news is breaking now. Is it a joke? Is it serious? The fact that it's even a question speaks to the state of the industry today. In an era where news cycles move at lightning speed and it's increasingly difficult to separate fact from fiction, it's more important than ever to stay true to our values and to continue to innovate and push the boundaries of what's possible.

At our core, we're watermen who are passionate about creating swimwear that not only looks great but also performs at the highest level. Whether it's developing new products for watermen that are more sustainable and eco-friendly or enhancing our wetsuit-lined boardshorts and embedding them with new tech, we're constantly striving to be at the forefront of the industry.

In the face of consolidation and uncertainty, we believe that it's more important than ever for small brands, local surf shops, and creatives to stick together and to stay true to our values. Whether it's through collaboration, innovation, or simply staying committed to our craft, we can create a better future for ourselves and for the industry as a whole.

So, with it being April Fools' Day and as the news of Authentic Brands' acquisition of Boardriders continues to unfold, we're staying focused on what really matters – creating swimwear that we're proud of and that our customers love - and that is no joke. We're committed to staying true to our core values and to continuing to push the boundaries of what's possible in the world of water sports.