Montreal – At first glance, an unknowing customer might mistake the Surf Grooming Kit by Make Co and Studio Point for a men’s grooming kit. But be careful, the wax and comb included are for a surfboard not for your hair.
The maintenance kit, one of a limited edition of 25, includes all the usual tools needed for surfers to keep their boards in good condition – the only difference is the highly stylised packaging. Make Co and Studio Point used bronze, wood and gold lettering to bring a sense of finery and respect to essential equipment for experienced surfers.
‘The products [are presented] as if they were vintage men’s grooming tools,’ says Make Co. ‘That idea has been pushed to ‘grooming’ real surfboards, creating wax patterns on different boards.’
The stereotypical West Coast cliché of surfing is quickly being re-invented as a connoisseur sport, in which an investment of time and care is pivotal. For more, read our City Surf microtrend.