What comes to mind when thinking about California? Is it maybe Los Angeles? Disney? The Golden Gate Bridge? Or is it the dream of listening to the Beach Boys, roaming freely on the shore, and catching a wave? When many people think of the state, they envision beach towns, vintage Volkswagens and a surfboard lying next to the car aching to be used. Visiting or even relocating to the region is a dream for many who have this laid back beach town vibe in their minds. They may not realize, however, that the state is also a hub of passion and innovation, particularly in and among the creative and cultural industries. As a result, there is a natural cross-over in a variety of fields, a phenomenon that can be seen firsthand within the surfing industry itself.
By Tyler Nix on Unsplash.
There is no way to specifically trace the roots of surfing to a singular person, but we can tell you whose culture invented it. It was introduced to Hawaii by the Polynesians around the 12th century, and it gradually grew to become a global craze. According to Collections of Waikiki, In Polynesian society everything had precise laws that separated the upper class from the lower class; it was their code of kapu, which defined where to grow food, where to surf, and where you could eat. At the time, surfing was seen as a means of establishing authority and preserving civilization rather than to unwind and relax in the sun. Given the importance of ocean life to Polynesian society, surfing was used as a way to demonstrate one's abilities and chief leaders could even be chosen from among those who were best at riding the waves. The sport also had a spiritual significance to Hawaii, where it was used as a way to pray to their gods. With the arrival of Polynesian culture, surfing became a vital part of Hawaiian life.
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With the intention of bringing western Christian civilization to Hawaii, Protestant, Congregationalist, and Calvinist missionaries arrived on the island in the beginning of the 1800s. It was their hope that surfing would be eradicated from the area as they felt it went against every Christian value. According to Britanicca, it was viewed as a “constant intermingling, without any restraint, of persons of both sexes.” As a result, surfing was all but dead as colonialism spread and Hawaiians experienced social oppression. Blog writer Morgan Bernard states, “Fortunately, surfing’s dance with near extinction was brief. A few faithful Hawaiian surfers managed to keep the sport alive during the height of European colonialism.”
When Hawaiian tourism began to expand in the late 1800s, the islands saw an influx of visitors from around the world. Collections of Waikiki found that, one well known visitor of the time, author Mark Twain, attempted to ride the waves when he was on vacation but he certainly was not the only one, it seemed that everyone wanted a piece of the action. The excitement surrounding surfing began to spread, and as a result, surfing was introduced to the mainland as Hawaiian tourism continued to grow.
Across the United States, surfing didn't really take off until Hawaiian born Olympic swimmer, Duke Kahanamoku, began surfing in Orange County around the 1920s.While he was not the first or second person to catch California's waves, he was the one who revolutionized the industry and is the reason why surfing is so popular in California and the rest of the world today. By Robert Linder on Unsplash.
When Kahanamoku introduced surfing to California, not only did the activity gain popularity with Californians, but it began to build a thriving industry around it. Southern California beaches were becoming well-known for their excellent surfing conditions, which included consistent waves, a pleasant climate, and a relaxed atmosphere. Just as surfing gained popularity in the early 1900s, Hollywood rose to fame as the filming capital of the United States following its shift from New Jersey to California. As such, it began a long tradition of mirroring for the rest of the world the California "lifestyle" that the region would come to be known for.
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An example of this the mid-century representation of music coupled with surf and the beach. As Collen Ford states for Amli Residential Blog, “When the Beach Boys entered the scene in the 1960s, surf culture absolutely exploded both nationally and internationally. Southern California was a hotspot for the relaxed, sunny, fun atmosphere that surfers thrived in.”
In a variety of fields, including music and art, surfing was used as a representation of this relaxed way of life. In this way it was popularizing what was coming to be known as a California lifestyle to those outside the region. A concept, that in some ways, still permeates our culture today.
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Films and television shows romanticized the California dream of surfing and this Hollywoodization of the activity soon had effects on further creative and cultural sectors. Fashion for example soon became impacted. Bright designs, colorful patterns and carefree looks that were associated with the culture of surfing, were brought to the public at large through film, TV, magazines and album covers, and soon began to spread throughout the mainland, often emulating the culture of Hawaii. As a result, Californian surfers began to establish their own personal style which set them apart from the crowd, resulting in the bohemian aesthetic we know today.
When the waves were unavailable, there was only one option: surf on dry land. Thus, surfing influenced the development of skateboarding in the region. Stoked ride shop mentions that during the 1940s, Surfers discovered an innovative technique to combine the properties of scooters, rollerskates, and surfboards to develop a new device that would allow them to "surf" when the ocean was out of reach. And so the skateboarding industry can trace roots to surfing as well. As of 2023, the areas of surfing and skateboarding are considered billion dollar industries according to Grand View Research.
By Collins Lesuile on Unsplash.
Often the creative and cultural industries in which we participate or wish to learn about have extensive and complex evolutions. When looking back at the history of surfing, it is important to take its whole story into account. Surf culture as we know it has had a significant impact on sports, fashion, cinema, television, and music. Its origins, significance, and cultural value, however, belong to the peoples who embraced the ocean waves as a way of life and worship. That should never be overlooked or forgotten by those who participate in the industries that have evolved from this practice. This is not only an example of how CCI has influenced the world, but it is also a reminder that we should always be striving to better understand what we aim to influence.
By Guy Kawasaki on Unsplash.
What are your thoughts on surfing culture, and how do you see it continuously evolve in the creative and cultural Industries? Let us know at ccistu01@chapman.edu or on IG @chapman_cci