During the early 70s, surfing depended entirely on the waves. Gordon Merchant, a surfer, made a huge breakthrough when he introduced a surfboard with a tucked-under edge, a development that aided Joe Larkin’s team-riders in their ascension to the top of World Surfing. Gordon saved many wiped-out surfers from grief when he developed the first leg-rope.

In 1973 Gordon and Rena Merchant began producing handmade boardshorts. They were tough as teak, able to withstand not only the elements, but also able to absorb the sort of punishment that local juniors would put those trunks through.

From those humble beginnings, Billabong was born.

During the 80s, Billabong went international, firstly exporting and then finally licensing, but only after each international licensee had achieved Gordon’s benchmark of dedication, honesty and prudent business savvy. Billabong’s product range comprises over 2,200 product lines in Australia, over 1300 product lines in North America and over 1,200 product lines in Europe. These products include boardshorts, t-shirts, swimwear, fleece tops, jumpers, walkshorts, pants and jeans, bags and accessories.

Today, Billabong had well and truly assumed Number 1 status and had further consolidated on the international scene.

Brand Statement
BILLABONG IS AN ARTICULATION OF YOUTH CULTURE AND IS BEST KNOWN AS A CORE BOARDSPORTS AND LIFESTYLE BRAND THAT APPEALS TO YOUNG PEOPLE, BOTH MALE AND FEMALE.

Billabong’s market position denotes a shared workplace culture committed to the board sports lifestyle. The success is underpinned by the tradition of producing top quality, functional products, that associates the wearer to the lifestyle Billabong represents.

“To Create products and initiatives that continually inspire and motivate young people to understand and believe in the integrity and authenticity of the Billabong brand”