Quiksilver has announced a new creative direction which harks back to the brand’s roots. Lunched under the guidance of new CEO Pierre Agnes, the brand’s forthcoming creative blueprint echoes the environment of Quiksilver and the surf community in the 70s and 80s as the company approaches its 50th anniversary.

The inception of this new concept follows the recent promotion of Josh Rush (30) as global creative director. Rush brings together Melbourne based design studio Urchin with artists, seeing the likes of surfers Dane Reynolds and Craig Anderson working alongside fashion designers such as Julien David.

Pierre Agnes stated, “We want to live and document real travel stories and experiences from people within our brand, and in the process connect with local artists, musicians, designers, and grow our creative community. Collaborating, looking for positives and documenting this process allows us to respond and develop a unique visual language that’s raw, honest and undeniably Quiksilver.”

This season, the creative team immersed themselves in Rio de Janeiro and drew their inspiration from the  culture of Brazil.