More then a Surf Brand...
It all started in 2023 when I was 14, designing logos and building Pure Surf from my bedroom in Melbourne. No fancy setup, just a passion for the surf lifestyle and a dream to create something real.
I wanted to build a community of like-minded teens who live for the surf and coastal vibe, with gear that actually feels like them, stuff I’d be proud to wear and others stoked to rock.
Now, at 16, I’m still running it all, and Pure Surf has grown way bigger than I imagined. It’s for coastal teens who live for early surf checks, beach hangs, and chasing good times.
Pure Surf is more than clothes. It’s about repping the lifestyle we actually live. I’m stoked to keep growing the crew, dropping fresh gear, supporting surf culture, and creating real experiences that keep the pure coastal vibe alive.
about the owner - Troy
While juggling school and sports, I’ve been dreaming about what’s next. After finishing high school, I want to buy a Van or a Troopy and spend a year cruising Australia’s coastline. If you’ve seen my TikTok, you’ll know how much this means to me.
Starting Pure Surf was a big step, but I’m all in because I’m passionate about the surf and coastal lifestyle. I wanted to create a brand that’s real, for teens who live for early waves, beach hangs, and good vibes. My vision is to see heaps of people repping Pure Surf all summer long that’s what drives me.
Right now, I’m focused on growing Pure Surf into something big. I believe in what I’m building and I’m super excited for what’s next.
The Meaning Behind Pure Surf and Our Community
Pure Surf isn’t just about the clothes. It’s about the lifestyle we live and the people who share it. It’s for the coastal teens who live for early surf checks, beach hangs with mates, and chasing good vibes every day.
“Pure” means keeping it real and raw the true surf lifestyle without all the fuss. It’s about passion, freedom, and connection with the ocean and the crew around you.
Our community is all about coming together, supporting each other, and repping the lifestyle we love. Whether you’re out catching waves, creating content, or just chilling on the sand, Pure Surf is for anyone who feels that coastal vibe deep.
At the end of the day, Pure Surf is more than a brand. It’s a crew, a lifestyle, and a way to show who you are.
JOIN THE CREW
Ready to be part of something real? Join the Pure Surf friend group — where coastal teens come together to share stoke, get first dibs on new drops, behind-the-scenes sneak peeks, and exclusive news. It’s your spot for good vibes, epic surf stories, and connecting with mates who live the lifestyle just like you.
Come hang with us and be part of the crew. Wear it. Share it. Earn it.
stay pure