After stagnating a bit over the past 20 years, Lightning Bolt has recently “relaunched” its famous surfwear clothing line. While it was a bit before my time, it’s hard not to know about their iconic logo which can still be seen on some beaches today.

With the current retail environment, I think the key to success this time around will be to limit distribution of their clothing to small boutiques and shops. It’s also not a bad time to try something like this, as other surfwear companies like Birdwell Britches and Katin have been doing well lately due in part to the resurgent interest in American heritage brands and increased press.

Available at Ian and Revolve Clothing (and probably a few other places too).

Lightning Bolt Surfwear Ad