Once upon a time ... Oxbow

At the beginning of April, the HawaiiSurf team had the chance to visit the headquarters of Oxbow in Bordeaux. It was an opportunity to learn more about this French brand that is passionate about designing products for enthusiasts, by enthusiasts!

The origin of the brand

Created in 1985 by Fabrice Valéri and Isabelle Cachot, the French brand Oxbow is now an essential reference in the world of surfwear and board sports. This company has been able to adapt to trends and successfully assert its identity. Accompanying a whole generation of board sports fans, notably surf and snowboard, Oxbow quickly became a leading figure in this sector. While many ready-to-wear brands face significant difficulties, Oxbow has managed to stand out by focusing on what has been its strength since the beginning: the "surf" spirit and impeccable quality.

A symbolic name

The name Oxbow comes from "meander of a river" in Old American. Found on a map of the United States, this natural curiosity symbolizes the spirit of adventure and freedom that characterizes board sports and the values of the French brand. This discovery started the tradition within the teams of finding inspiration and collection names on old maps that invite travel.

An iconic logo

Do you know the origin of Oxbow's famous "FourFlowers" logo? It draws its roots from Amish culture. This four-petaled flower embodies the spirit of emancipation, taking its inspiration from the first rule of this community: "You shall not conform to the world around you." It perfectly reflects the essence of the brand, which aims to break conventions and free itself from established norms. More than a logo, it becomes the distinctive sign of a community of enthusiasts sharing an authentic vision of life.

Second youth

Despite the challenges posed by the ready-to-wear crisis, Oxbow has managed to reinvent itself and adapt to new consumer demands. The brand has thus developed a range of technical clothing made in Europe, which meets both the needs of demanding athletes and the growing desire for more responsible consumption in fashion. In 2020, Oxbow took a decisive turn following a change of ownership. Under the direction of Emmanuel Debruères and Jean-Christophe Chetail, the brand reaffirms its core values since its creation in 1985, refocusing its communication on the world of outdoor and board sports. This initiative aims to convey an authentic message to enthusiasts who embody the very essence of the brand.

Sustainability at the heart of action

At a time when sustainability has become a major concern, Oxbow stands out for its concrete commitment to environmental protection. Aware of the impact of the textile industry on the planet, the brand continuously strives to reduce its ecological footprint. From the careful selection of materials used in the manufacturing of its products to the adoption of environmentally friendly production practices, Oxbow seeks to minimize its impact on nature while offering superior quality products to its customers.

Oxbow Stoked Planet

• Durability: The brand supports its customers in optimizing the lifespan of its products. Maintenance advice, refurbishment, repair—these are all levers to help its products last through the years and even generations!
• Eco-design: Oxbow has been committed for several years to reducing its ecological footprint by developing more virtuous alternatives, such as the use of recycled fibers or those from organic farming. Nothing is left to chance in the design of its products, from the origin and quality of raw materials such as TENCEL Lyocell, GOTS certified cotton, Yulex, and REPREVE, to the assembly; each collection is meticulously designed to minimize its environmental impact.
• Transparency and traceability: Transparency is a fundamental value: all information related to their products is easily accessible online. Whether it is the origin of their raw materials, the suppliers they work with, or even their carbon footprint, they believe it is essential to offer complete transparency to best support their customers in their choices.
• Community Engagement: The brand is actively involved in environmental preservation by regularly participating in beach cleanup operations. Additionally, it supports organizations committed to both environmental protection and social causes, thereby demonstrating its commitment to a better world.

Certified B Corp

To strengthen its commitment to sustainability and social responsibility, Oxbow has obtained B Corp certification. This recognition attests to the brand's commitment to meeting rigorous standards in corporate governance, environmental and social impact, and transparency. As a member of the B Corp community, Oxbow is part of a global network of companies working for positive change in the business world.

For enthusiasts by enthusiasts

Oxbow has never stopped innovating, both in the materials used and in the designs offered. Concerned with meeting the expectations of sliding and adventure sports practitioners, the French brand constantly evolves its ranges while remaining true to its DNA. In close collaboration with the riders themselves, Oxbow regularly offers new technical products designed to withstand extreme conditions such as rain, snow, or wind, thus providing optimal comfort to athletes. By testing their products in real conditions, they get as close as possible to the reality of the terrain, thus ensuring products truly adapted to sports practice.

Did you know? Known for its commitment to the world of surfing and snowboarding, Oxbow has also made its mark in the field of motocross! United by a passion for thrills, the quest for adrenaline, and a connection with nature, motocross enthusiasts share many common points with fans of Oxbow's iconic sliding sports. In 1995, the Oxbow MX in Reygades (Corrèze), a large European pro-am gathering full of friendliness, challenged prejudices by demonstrating that beyond the motorized aspect, the values dear to the brand's other sports are found.

Collector - Made In France

Entirely made in France in close collaboration with its historic manufacturers, the Collector collection embodies the perfect blend of French know-how and the iconic durability of Oxbow's historic products. From knitting and dyeing materials in Tarn to manufacturing in Landes, the Collector t-shirts are truly "100% local." Through iconic designs, pastel shades, loose cuts, and a decidedly vintage style, Collector reinterprets the emblematic pieces from the brand's golden age.

The attention to detail is so thorough that some products are once again produced in the original factories, a nostalgic treat for fans of the brand to find items more than 30 years later, bringing together two generations under the same iconic clothing. No need to dig through parents' closets for treasures anymore!

A major player in surf culture

Oxbow's history is closely linked to its presence in competitions and its prestigious ambassadors. The brand is deeply rooted in the history and development of surfing in France. By participating in events such as the Lacanau Pro, the Biarritz Longboard Tour, and the Anglet WLT, Oxbow has solidified its legitimacy within the surfing community. The riders who contributed to the brand's development, such as Laird Hamilton, Nat Young, and Kaï Lenny, have made it an essential reference in the surfing world.

Oxbow continues to actively support riders in their adventures, whether they are surfers, rowers, swimmers, skiers, snowboarders, or climbers. Whether at the ocean or in the mountains, their playgrounds are endless. All united by a common passion for pure sliding in the great outdoors, the Oxbow People embody the spirit and values of the brand.

The recent arrival of Maud Lecar among the Oxbow riders illustrates the brand's commitment to promoting inclusivity by actively supporting the presence of women in these sports fields. These collaborations have helped increase the brand's visibility and strengthen its commitment to the world of surfing and snowboarding.

Production of the films

In its desire to develop the brand beyond its products, Oxbow is once again venturing into documentary film production. "The Albatross," "The Circle," "Hono," are all documentaries produced by Oxbow and available for free on YouTube. Each of these feature films, in its own way, reflects the Waterman DNA of the brand and immerses us in the heart of this unique universe.

Through its films, the brand adopts a new perspective by placing humans at the heart of these adventures. This connection, this authenticity shines beyond the beautiful images, transporting us into a dream of pure communion with the elements and the inspiring souls encountered in these productions. They are true odes to joy and sharing, set in a spectacular environment where humility in the face of the power and beauty of nature naturally prevails.

Stay alive.