UK SURF BRAND PROFILE: ELUSIVE
Posted on June 05 2015
For this weeks 'UK Brand Profile' we caught up with Elusive founder Nick Clewer. Here's what he had to say about this rad UK surf company and the UK scene...
TVSC: Hi Nick, can you please give an overview on when, how, where and why the company began?
Nick: Elusive was launched by myself in 2006, after dabbling for a few years previously shaping boards and printing tees & sweats promoting the shapes. It got to a point where the clothing was outselling the boards, so a decision was made to ditch the planer in favour of a sewing machine.
TVSC: Who is on the management team, and what are their backgrounds?
Nick: The company is owned by myself and partner Amanda, (she definitely has the fashion blood running through her veins), but I would say I’m responsible for the day to day running & activities.
Apart for my surfing background, I’ve learnt the business via help and support provided by local business support training. Amanda began making clothes in her teens and I would like to say her eye for fashion has rubbed off on me.
TVSC: What is the company ethos?
Nick: Creativity, design, energy & dedication all support Elusive's brand values. I would say we’re always thinking of new product ideas.
TVSC: What sets you apart from your competitors?
We are a small independent brand offering a niche range of products, including limited runs, artist collections and a recycled range of tees & sweats.
TVSC: Could you tell us about in your environmental credentials?
Nick: We have been members of 1% For The Planet since 2013, pledging to donate 1% of our annual sales to support non-profit organisations focused on sustainability. Along with that we donate 10% of all sales to Waves For Water through our Elusive initiative “Every Drop Counts”
TVSC: What do you most enjoy about surfing in the UK ? And most dislike?
Nick: Surfing is more of a lifestyle than a sport and I still feel like a grom when a good looking swell forecast is on the horizon, it’s great to hit the beach and catch up with a few mates and share a few waves.
Crowds can be a bit of a hassle (but that’s how popular surfing is becoming), in-consistent summer swells in the UK, air line baggage charges........rant over!
TVSC: How do you support UK athletes and the wider skate/surf/snow community?
Nick: We have a great team of surfers & ambassadors and offer free products etc, we have also managed to squeeze in 2 team trips/photo shoots to the Maldives. Our annual Elusive Open surf contest has been running since 2006 and we have supported various charities via the events. Our support continues to 2 of the hottest surf schools on the West Coast, Escape based in Newquay and Croyde Surf Academy.
There’s a fantastic Cornish band “Auction For The Promise Club” we’ve been supporting the past 18 months.
TVSC: Which athletes do you currently have on your pro team?
Nick: Our team consists of a great bunch of hand picked surfers throughout the UK and Ireland. Devon’s Jordan Reed, Greg Norman, Nick Lloyd & Carlo Fusie Ferrero, Jersey’s Scott Eastwoood (current UK Senior Champ), Ireland’s Eoin McCarthy Deering & Porthcawl’s surfer/author Tom Anderson (current Welsh Senior Champ)
Where are you manufacturing your products?
We have companies based in China & the UK offering fantastic quality & service, but we are always on lookout for manufacturing opportunities.
TVSC team pick: Iconic Earth Recycled Tee
TVSC: What do you see for the future of your company?
Nick: Building the product range to include more sustainable products. We are celebrating our 10 year anniversary in 2016 so keep your eyes peeled for a few special events & products.
TVSC: What do you see for the future of the industry in the UK?
Nick: There are some great UK brands competing for the market, I hope they get the opportunity they deserve. Surfing is on the up so I see a good future!
TVSC: Where can we check out your products/videos/stuff? (youtube/facebook/IG etc)
Nick: Our website www.elusivesurf.com has all the brand info you need, you can also browse our online shop www.elusivestore.com and check out our social media pages https://www.facebook.com/elusive.clothing https://twitter.com/elusivesurf https://instagram.com/elusiveclothing/
Elusives new product ranges “The Black & White Collection” a limited edition art inspired range, “The Earth Collection” 100% recycled products & recently launched “Drift” boardshorts are definitely worth a look and are all available on the TVSC store. Keep a look out for this years Elusive comp later on in 2015.
Check out Elusives current collection here