A student-led survey from the University of North Carolina Wilmington is highlighting a clear standout in the local surf retail scene: Billabong has emerged as the most consistently stocked and in-demand brand for men’s surfwear across Wilmington-area shops.
Data collected from 10 local surf shops revealed that Billabong was the only brand represented across every participating retailer in the men’s category, signaling a dominant presence in the coastal market. While the brand has long been associated with women’s beachwear, the findings suggest its strongest foothold may now be in men’s apparel.
In comparison, the women’s category showed more competition, with Roxy maintaining a strong presence alongside Billabong. However, no brand matched Billabong’s consistency in the men’s market.
The results point to a combination of brand reliability and consumer trust driving its popularity. Known for functional designs suited to coastal conditions, Billabong products are frequently described by local consumers as long-lasting for everyday surf use.
“Yes, it may be a popular brand, but it’s popular for a reason,” said Evan Brodeiur, a UNCW student and avid surfer. “The materials hold up, and it’s something you can rely on in the water.”
Retailers and consumers alike noted that the brand’s appeal goes beyond style. Its ability to withstand rough surf conditions and frequent wear has contributed to its reputation as a dependable choice for East Coast surfers.
The survey findings suggest that Billabong’s widespread availability, competitive pricing, and consistent performance have solidified its role as a go-to purchase across Wilmington’s surf community. Despite perceptions that the brand primarily targets women, the data indicate strong cross-gender appeal, particularly within the men’s market.
As surf culture continues to evolve along the North Carolina coast, Billabong’s sustained presence reflects both consumer loyalty and its adaptability within a competitive retail landscape.
Data gathered from COM 395: Action Sports: Media, Culture and Commerce students show an interesting trend among popular surf brands of University of North Carolina Wilmington male students. Rip Curl was revealed as the most popular brand among male students, outperforming multiple big name competitors within the surf market.
The data, collected through a survey sent out to UNCW students, focused on multiple demographics, and highlighted rip curl as the clear leader in brand preference among students.
Rip Curl had the highest number of mentions within the survey, followed closely behind by Billabong and Quicksilver. Other notable mentions of brands include O’Neill, Hurley, and Patagonia. These findings show that male students at UNCW gravitate closely towards brands with a strong culture, along with performance and authenticity.