OP was the staple brand for the California surfer in the ’70s and ’80s, known for its iconic corduroy shorts. But the brand, with Jenks at the helm, went beyond fashion.
In the 1970s, surf wear brand Ocean Pacific’s clothing – specifically OP’s super-short corduroy shorts – was worn by just about every Southern California surfer or skater; the unofficial uniform of the counterculture then seeped out to the rest of the world.
Jim Jenks, co-founder of Ocean Pacific apparel company, was an innovative in marketing and helped shape not just the surf culture, but professional surfing. OP was a dominant brand in the 1970s and 1980s, “fusing sports, music, art and fashion with beach culture,” the Surfing Walk of Fame in Huntington Beach said in its recognition of Jenks as the “Surf Culture” inductee in 2017.
“O.P. was already established, then came Quiksilver and Billabong in the middle and late ’70s,” said Townend, also a championship surfer. “There wasn’t a surf shop in America that wasn’t carrying OP. They were the standard. Every key retailer in America had OP, and like all these companies, they started putting it in the mainstream distribution. OP was, without question, one of the legendary brands.
Cairns and Townend, who at the time ran the marketing company Sports & Media Services, met with Jenks with the idea of funding a big Huntington Beach surf contest. Back then, sponsoring surf events and the athletes was a new concept. In pro surfing, those contests were the first to implement the “priority rule,” which designates which surfer has the first dibs on waves, as well as instant computer scoring, systems still intact today.
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