Rhythm exports Australian surf-inspired essentials at affordable prices

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For New Yorkers, surely there is at least one local surf / swim brand that comes to mind. (Hint: Pilgrim and Saturday.) For those who live on the California coast, it might be Outerknown or Mollusk. For surfers in Burleigh Heads on Australia’s Gold Coast, Rhythm rings a bell – but the nearly 20-year-old brand is much more than a boardshorts store on the beach.

Since its inception in 2003 by Jamal Gray and prolific shaper / surfer Neal Purchase Jr., Rhythm has grown to over 500 outlets in Australia, the United States, Canada and Europe, opened two bricks and mortars at Broad Beach and Burleigh Heads, and has recruited a roster of surfers, longboarders, musicians and more as “advocates” for the brand. This list alone is impressive. But more than that, Rhythm’s consistent quality, keen eye and commitment to improving its manufacturing processes.

Pace.

Rhythm’s sustainability commitment includes plans to “expand the use of Econyl and Repreve in our swimwear collections, moving towards the use of organic cotton or natural fibers for all our t -shirts and the use of recycled polyester for our beach shorts and boxers.

But not all of these efforts come at the expense of the consumer – or the quality of the products on offer. (People seem to have this preconceived idea that conscious clothing cannot be as good. Flash info: this is generally the case!) The pace balances aesthetics and affordability, resulting in clothes consumers want to wear at prices they can understand. Instead of over $ 150 worth of sweatshirts and shirts, Rhythm’s costs around $ 70; T-shirts cost between $ 27 and $ 36; shorts exactly $ 50; polo shirts (long or short sleeves) either $ 40 or $ 50.

Beyond their beach shorts (35% recycled polyester, 38% polyester, 21% cotton, 6% elastane), which can be worn out of the water, few of their basics are made from other materials. than 100- percent cotton. (However, sometimes there is terrycloth or linen-cotton blend.) Their Linen Jam shorts are popular, sit just in the right spot on your thigh, and do best when broken. Other items seem to have been there before the first wear. But that’s part of the look: sun-bleached, sand-blasted and salty.

Rhythm shop interior surfboards lined up against the wall and framed photo of a surfer

Pace.

Rhythm’s successes, however, are not simply the result of consumers in remote areas copying styles of surfing. They are the result of the company’s commitment to surfing, surfers and industry affiliates: music, crafts and alternative culture.

In an age when legacy is imagined in marketing think tanks and the wealthy are making brands to milk the pacifier out of a sudden detour from surf culture, it’s refreshing that a bunch of Gold Coast men are carving out a small slice of the retail surf pie for themselves. Fortunately, authenticity is the last ingredient for success that cannot be backdated, ”the surf oracle Stab Magazine wrote of Rhythm in 2016.

And now, in 2021, there is no sign that the brand is “selling”. In fact, those behind them are catching their stride (again), and each collection is full of standout pieces. And while the company’s surf clips have more snippets dedicated to showcasing new releases – check out their most recent, Dune Dogs, here – the bulk of each remains dedicated to surfers tackling formidable waves.

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Rhythmic chord jam

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Cord jam

Pace
huckberry.com

$ 58.00

Rhythm vintage terrycloth t-shirt

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Vintage terrycloth t-shirt

Pace
huckberry.com

$ 40.00

Rhythm Vintage Long Sleeve Terry Shirt

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Long-sleeved polo shirt in vintage terry cloth

Pace
huckberry.com

$ 50.00

Rhythm Supply Long Sleeve T-Shirt

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Long sleeve t-shirt

Pace
huckberry.com

$ 40.00

Rhythm Side Stripe Shorty

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Side stripe shorty

Pace
huckberry.com

$ 60.00

Rhythm Madrid Long Sleeve T-Shirt

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Madrid Long Sleeve T-Shirt

Pace
huckberry.com

$ 40.00

Rhythm vintage terrycloth polo shirt

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Vintage terrycloth polo shirt

Pace
huckberry.com

$ 40.00

Rythm Kota Beach Shorts

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Kota Beach Shorts

Pace
huckberry.com

$ 60.00

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