Rusty
ActiveOverview
Rusty is a surf lifestyle brand founded in 1985 that manufactures surfboards and apparel. The company is known for handcrafted, performance-driven surfboards shaped and glassed by skilled artisans in San Diego, as well as a broader product line encompassing clothing and accessories. The brand positions itself as an alternative surf lifestyle company drawing inspiration from local music, underground art, and classic surf customs.
History
Rusty was founded in 1985 by master surfboard shaper Rusty Preisendorfer in San Diego. In 1987, the company expanded beyond surfboards by launching a full line of clothing, initially designing t-shirts. Since the late 1980s, Rusty has grown into one of the largest-grossing businesses in the surfing industry. The brand has since expanded globally, with operations now including a headquarters in Western Australia alongside its original San Diego base.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Performance Surfboards | Handcrafted high-performance boards for serious surfers | $800 - $2,500 |
| Surfboard Blanks and Components | Materials and supplies for custom board building | $200 - $800 |
| Surf Apparel | Casual and performance-oriented clothing and accessories | $30 - $150 |
| Streetwear Collection | Alternative lifestyle clothing inspired by surf culture | $40 - $200 |
Manufacturing
Rusty manufactures surfboards in-house in San Diego with dedicated shaping and glassing teams composed of skilled craftspeople. The company handcrafts boards rather than using mass production methods. Apparel and other products are distributed globally through multiple regional operations.
Notable Products
- Custom Performance Surfboards - Handcrafted boards designed by Rusty Preisendorfer and his team of established shapers including Rick Hamon, Hoy Runnels, and Pedro Battaglin
- Epoxy Surfboards - Modern epoxy construction boards offering durability and performance
- Fiberglass Surfboards - Traditional fiberglass construction boards representing classic surfboard craftsmanship
- Rusty Apparel Line - Clothing collection launched in 1987 that expanded the brand beyond surfboards
Reputation
Rusty maintains a longstanding reputation for building high-quality, performance-driven surfboards crafted by skilled artisans. The brand is respected within the surfing community for its commitment to handcrafted quality and its role as one of the industry's largest-grossing businesses. The company is perceived as authentically rooted in surf culture and local artistic traditions rather than purely commercial. The brand appeals to both serious surfers seeking performance equipment and lifestyle consumers interested in alternative surf aesthetics.