OC Weekly - How Quicksilver Lost Its Soul and Ended Up in Bankruptcy Court 5-15min

In 1976, the best surfers in the world began seeking Quiksilver because they were the best. The combination of Velcro, snaps and a high waistband made them grip hips and stay on, even in the largest waves. Before long, Hawaii-based Americans such as Hakman sported them. Soon, the surf mags were running photo after photo of pros gliding down famous waves such as Banzai Pipeline and Sunset Beach while wearing them—the best advertising imaginable. ... From its garage-like space, Quiksilver swelled. Within 10 years, it became the first publicly listed surfwear company; soon after, it opened boutiques in New York, Paris, London and Dubai. And by 2004, it announced annual earnings that exceeded $1 billion. ... the brand has crashed mightily ever since, leading up to this past Sept. 9, when Quiksilver sought relief in a Delaware bankruptcy court from $826 million in debt ... "Rossignol, I think, was the thing that killed Quiksilver in itself," Pezman says. "When you try to be all to everyone, you lose the support system. When you de-specialize, you lose your attraction to the specialized markets you had."