Ben Kennedy - Coastlines wetsuits
Coastlines is a step bigger than a brand, it's a culture. And we live by the notion that doing something you love is more valuable than working to own something. It all started in the mid 80's when a group of surfers banded together who shared a passion for adventure, local exploration and the ocean. The common thread that connected us was the Coastlines we shared. Collectively, we decided to create some essential products that allowed us to fulfil our aquatic desires and celebrated the limitless borders of NZ & the people who inhabit it. With an environment that's harsher than most, breathtaking water temperatures, high winds and often volatile ocean conditions, we were challenged to satisfy our functional and performance needs, while ensuring accessibility to the everyday surfer. Over the years we've learnt from our own experiences, diversified, and cultivated a deeper understanding and knowledge about what works and what's important. We've now evolved to become one of the largest surf and water sports product developers globally. Today we make premium suits for more than just the act of surfing. We're about feeling free and encouraging the like-minded to take on more adventures in the pursuit of those moments that truly make you feel alive. All are welcome at Coastlines. We are about respect, honesty, and inclusiveness. We have a rich history, we've been shaped by many stories, and together we'll create many more.
The Coastline Magazine: Ben, can you tell us a little bit about the company, how, why and when did it start?
Ben: The company started way back in the early 80s long before I was even born so the brand isn’t new by any means. It was originally started to fill the void of NZ having a legitimate surf brand out in the market to compete with larger foreign brands. A group of guys from a small surf town in the far north of New Zealand called Ahipara is where the brand was born and these origins are still a staple part of the brand today.
What has been the biggest challenge launching a wetsuit company in what seems a very competitive market?
I think the biggest challenge was launching in such an uncertain time. We launched right when covid was at its worst, not that it's really improved. However, the market has received us very, very well and we are excited about the future. People are loving the style and tone of the brand but better yet people are proud to wear our product. We would also consider ourselves unique compared to other brands. We are from NZ, a country with the harshest conditions, a place where we wear suits all year round. We are born and raised in them so we know what a good wetsuit is. Our aim is to make the best suits possible for the various conditions we experience here in Aotearoa.
What's behind the name Coastlines?
It's where surfers spend all their time, we all dream about the waves and the beaches until we are back out there again. The coastline is what a lot of us in NZ and Australia call home. Each part of the coastline is so unique and everyone (not just surfers) experiences it in their own way, shaping memories from it. There is something so beautiful about the place where land meets sea, it’s forever changing and always beautiful.
Assurance and essential care, can you explain how that works regarding purchasing a new suit?
Sure thing! I am super psyched about this initiative. Basically, upon purchasing our Assurance program with your suit you will be fully taken care of by us regardless of your issue. If it's self-inflicted damage or general wear & tear we will fix your suit and get you back out in the water. With this purchase you also get a discount on your next suit purchase. There are a few reasons we created this. Firstly, it's about suit lifetime. Rather than throwing away worn out suits we want to extend the lifetime of the suit if we can. We want to keep the product out of landfill and keep them on humans as much as possible. Secondly, it's about loyalty, we value each and every customer's support and we are proud to have you rocking our brand. It’s the least we can do to keep you out on the water.
"Coastlines is aware of the huge impact the surf industry is having on our planet" what are some of the measures you have in place to be a sustainable brand/product.
Producing our suits in the right way is important to limit our impact on the environment. We use premium grade limestone-based neoprene taking the use of oil out of the process in creating our neoprene. We also do not use any plastic. The suits come in individual biodegradable bags instead of plastic poly bags. Being eco-conscious and sustainable isn’t our entire personality as a brand either, we believe it's a responsibility of business and if we have the ability to lighten our impact on the environment in any way, we will.
Names such as Rabbit Bartholomew, Ricardo Christie and Beau Young on your team, how did they come on board for Coastlines and is there a particular surfer or attribute you are looking for?
We call them “The good guys”. Yes there are particular attributes we look for. Surfing ability is one thing and there is a serious amount of great surfers out there, but most importantly we are more concerned about the people. We are more focused on personality and shared values. We value respect, honesty, integrity & inclusiveness. Everyone who is a part of this team exhibits these values and ultimately we love working and hanging with them!
Where do you see yourself in five years and what's the ultimate goal?
Ultimately we want to build up to being NZ’s leading surf brand. We are proud of our roots and we want to be a household name in surf here at home. Secondly, we want to take our NZ surf culture and spread it over the globe and continue to grow in the international space, we are currently in a few countries and we are excited to keep growing and getting our product out there. Lastly and most importantly we aim to keep improving on our design further perfecting our product. Every year we want to improve so we can deliver the best product available to you.
If you could pick one dream destination for a place to product test your suits in cold conditions where would it be?
Right here at home baabeeeey! Couldn't think of anywhere better, NZ has an environment that’s harsher than most, with breathtaking water temperatures, high winds and often volatile ocean conditions. In addition, we are very fortunate enough to have the hot, tropical north too.
Do you receive much feedback from your ambassadors and from there are changes made to design and comfort?
100% they are a huge source of feedback and inspiration. They are all built so differently and all surf so differently. For example Beau and Ricardo are polar opposites in shape and build so they have vastly different opinions on what works for them. Ric is quite a big guy roughly 6’0” to 6’1” and is a heavy build for a surfer, Beau is more your typical “surfer” build, very lean and slight. We rely on their feedback a lot and it's important to gather feedback from customers to help inform design choices.
Any new additions to the wetsuit lineup in the future?
Ahh, there are always new things in the works! Yes, you can absolutely expect new product. In the way of accessories, we will have our first line of booties gloves and hoods this winter! Also, we will be launching brand new suits to the insulator series so stay tuned for that!
Lastly, where can we try on and purchase the wetsuits?
Australia & NZ we are stocked in most Surfboard Warehouse stores so if you’re close to one of them jump in there and check 'em out! We are also available on various online platforms. We have our own website, but you can also find us on Surf Stitch in AU and Hyper Ride in NZ.
Ben Kennedy, Kandui Resort 2019.
