International surf brand Quiksilver has appointed Aussie Josh Rush to Global Creative Director.
Launching under the guidance of new CEO Pierre Agnes and spearheaded by Rush, the brand’s new direction harks back to Quiksilver’s hedonistic and artistic roots, which pay homage to 70s and 80s surf culture.
At 30, Rush brings a youthful vision to all aspects of brand, “Our lifestyle is about finding priorities, getting stoked and keeping the high. There is an infectious youthful attitude that makes us drawn to the ocean and surfing down mountains, it’s a spirit and approach to life that is fun first. It’s Quiksilver’s job to remind everyone of that spirit.”
Rush began as a surfer for Quiksilver in 1998 for 6 years, soon after he joined the design team as a Graphic Artist. The next decade saw Rush lead the global design team across conceptual development and product design. Some of his brand product highlights include the Quiksilver Original Boardshorts, Julien David X Quiksilver Collection and the Explosive Wetsuit worn by Kelly Slater during his 11th time World Championship Win.
As the company’s 50th-anniversary approaches, Quiksilver is set to debut the new campaign ‘Stay High.’ As such Rush, is bringing an Australian creative handwriting to the table with the appointment of a Melbourne based design studio, Urchin, and a handpicked team of leading creatives and artists including notable surfers Dane Reynolds and Craig Anderson.
This season, the creative team immersed themselves in Rio de Janeiro and drew inspiration from the unique culture of Brazil – from the brighter colours of São Conrado beach to the darker side of the Rocinha Favelas.
Speaking on the future creative direction, Quiksilver CEO Pierre Agnes said, “We want to live and document real travel stories and experiences from people within our brand, and in the process connect with local artists, musicians, designers, and grow our creative community. Collaborating, looking for positives and documenting this process allows us to respond and develop a unique visual language that’s raw, honest and undeniably Quiksilver.”
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