Soul Ray Surfwear encourages women to get out in the water feeling confident, able and empowered within themselves.
Through the creation of surf-wear garments, we want to build a community of women from all walks of life who want to get out in the water and feel represented and confident. We encourage women to embrace their bodies no matter their appearance and create a new vision - from 'surfer girl' to a 'surfer woman' of confidence, power, and dedication to get stuck in!
In the surf industry today, many women worldwide are excluded and underrepresented from the market, media and the surf industry itself. This issue stems from our old-fashioned narrative that the typical 'surfer girl' is slim, white and blonde.
Each collection is carefully designed with inclusion in mind. Inclusive of sizes, preferences and traditional Māori representation. Native New Zealand flowers inspire the textile patterns, and their meanings also draw from traditional Māori meanings.
Soul Ray Surf wear follows three main ethos elements;
Sustainability:
Each part of our process, from garment production to material sourcing, has been analysed to follow the best low-impact solution for our environment while allowing us to personalise and represent women in our designs.
Size inclusivity:
Soul Ray Surfwear strives to create an inclusive size range of surfwear to fit all women of shapes and sizes through customisation.
Cultural and Indigenous inclusivity:
Soul Ray Surfwear aims to create a community of women confident in themselves in and out of the water. We aspire to build a space where women can feel included in the surf industry and find like-minded women keen to get out in the surf.
