International surf brand Quiksilver has appointed an Australian global creative director.
Josh Rush will lead the company in a new direction under the guidance of its recently appointed CEO Pierre Agnes.
Ahead of the brand's 50th anniversary, Rush will launch the debut campaign 'Stay High' in a collaboration with Melbourne-based design studio Urchin as well as surfers Dane Reynolds and Craig Anderson.
A strong focus on reinvigorating the company's roots in the 70s and 80s surfing landscape will be integral to Rush's role as creative director.
Rush joined Quiksilver as a surfer in 1998 before jumping on board as a graphic designer.
He said that bringing a youthful attitude to the company will drive it forward in a new direction.
“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.”
Agnes also revealed how the brand envisions its future.
“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.”
Quiksilver was founded in Victorian town Torquay in 1969.
It is now operating its headquarters from Huntington Beach, California.