From “eco-friendly” wetsuits to “ocean-conscious” branding, the surf industry often positions itself as part of the environmental solution. But along the Wilmington coast, local surf shops and board shapers are beginning to question whether that image reflects reality.
A student-led research group from the University of North Carolina Wilmington surveyed local surf shops to better comprehend which brands are being sold and how sustainability factors into purchasing decisions. The findings suggest a growing disconnect between marketing claims and real-world practices.
At the center of the conversation are surfboards—arguably the most essential element of surf culture—yet often overlooked in sustainability discussions. Many boards are still made from materials that contribute to environmental harm, raising concerns about their long-term impact on ocean health.
“Sustainability is heavily marketed, but not always practiced,” said one local shop owner. “Most surf companies brag about recycling plastic, but they ship their products in plastic and create a lot of waste.”
The survey revealed that commonly recognized brands marketed as sustainable—including Patagonia, Burton, and FMX—are widely stocked in Wilmington shops. However, respondents noted that transparency around production, packaging, and environmental impact remains limited. In some cases, products labeled as sustainable still rely on plastic packaging or resource-intensive manufacturing processes.
Local surfboard shapers echoed these concerns, pointing to larger systemic issues within the industry.
“The brands that advertise sustainability are typically produced in overseas factories with higher waste and little regulation on emissions,” said Ben Brinser Gingrich of Brinser Surfboards.
Gingrich also noted that international shipping practices can obscure environmental accountability, with some companies operating under maritime regulations that limit oversight of waste disposal.
Despite these concerns, the survey highlighted a strong presence of smaller, local brands actively working toward more responsible practices. When asked to identify additional sustainability efforts, shop owners frequently pointed to independent labels and community-driven initiatives that prioritize transparency and reduced environmental impact.
In a coastal community like Wilmington—where landfill space is limited and ocean health directly affects daily life—the findings underscore the need for greater awareness and accountability across the surf industry.
As sustainability continues to shape consumer decisions, local voices suggest the conversation must move beyond branding and toward measurable action.