US surf brand enters Aussie market

MELBOURNE: California-headquartered adventurewear brand Patagonia will this week make its first retail foray into Australia, opening a self-titled store in Victoria's Torquay.

The store, which officially throws open its doors for the first time tomorrow (December 12), coincides with the naming of Australian surfing legend Wayne Lynch as an ambassador of the label.

Lynch will work with the brand to help develop and hone the company's surf product line with an emphasis on "functionality, durability, and minimal environmental impact". Patagonia said Lynch would be instrumental in helping the company establish itself as a player in the Australian surf market and would serve as an ambassador of the brand in his home country.

Known primarily for its technical alpine apparel, the brand has operated in the surfwear market for more than 30 years.

The company's product line includes boardies, T-shirts, vests, jackets, pants and footwear for women, men and children.