ASR & Surf Expo – Surf Accesories Premiere

Amid the networking, chaos and cocktails that make up ASR, was the premiere of Kelly Slater’s new brand Komunity Project. Komunity is a core surf accessories company and now available in stores. In the short three months on the surf shop shelves Komunity is getting serious attention.

ASR gave Komunity Project a chance to show off its down-to-earth vibe. “Our tradeshow booth is a garage” National Sales Director Scott Farnsworth said. “Antiqued and exposed wood walls, random tools, pegboard, wrenches, used boards, and new Komunity leashes, board bags and traction pads, it’s a “surfer’s” sanctuary and a great way to show off our new product.” Team rider’s Dane Reynolds, Luke Davis and Kelly Slater had a few of their personal boards stacked in the corner. The booth (and boards) were a huge hit with groms and gave our new International accounts a solid brand experienced.

With Quiksilver as his licensee, Slater has a solid team behind him, his new venture is taking off. This weekend, the Komunity crew is in Florida for Surf Expo and is making waves on the East Coast: “We’re having a great response here. Equally as good if not better than at ASR,” Farnsworth said.” People are stepping up.”

In addition to Kelly, Dane Reynolds, Luke Davis and Jeremy Flores are team riders for Komunity Project. New riders will be added in the future and there is no shortage of surfers that want in. In fact, some established pros were overheard at ASR asking how they could get on board.

Komunity is considering its impact on more than just the surf industry. Almost all the Komunity packaging is made with post consumer recycled material. Core Accessories Designer Chris Pitts recognizes that Kelly is environmentally conscious and is seeking ways to incorporate that into his designs: “We want to deliver innovative products with eco-friendly materials… It’s a long term approach that all companies should take.”

Everything Kelly Slater touches tends to turn to gold, and Komunity Project is looking no different. With a positive approach, the team is making its presence known in a short period of time. “We want to have fun with it,” Farnsworth said. “That’s coming directly from Kelly. Kelly, I think, is probably a looser more fun guy than people give him credit for. We want to be light and fun and deliver serious product.”

~ by mobwhip on March 3, 2008.