We owe you an explanation

THE NEW SURFSTITCH

We went away. Here's what we came back as.

Hi -

We've been sending you emails but haven’t really spoken to you. Before anything else, you're owed an explanation.

Early in 2025, SurfStitch went under. Orders were left hanging and gift cards stopped being worth anything. Emails went unanswered, and for some back then, the last experience you had with this brand wasn’t great.

We're sorry. Not in a carefully worded way. That shouldn't have happened, and no amount of framing from us changes it.

You'll notice there's no discount code in this email. A discount is what a company offers when it doesn't want to have a conversation. We'd rather acknowledge and tell you how we've been rebuilding since then.

We're not asking you to trust us straight away. We're asking you to take a look.

A new platform, built around one idea.

SurfStitch has been rebuilt from the ground up to focus on its roots as Australia's coastal lifestyle platform. Not a warehouse of logos and end-of-season leftovers, but a curated edit of independent brands we back because they're built to last the trip, sitting alongside writing that's worth a read whether you're shopping or not. And if we think there's a good product or experience out there that we don’t sell, we'll still recommend it.

It's organised around the ways people live along our coast. Today we're launching three themes, next winter we'll add a fourth.

HIKES

The Hiking Guide

With Spring under way, it's time to hit the trails and start SurfStitch hiking season. Tag your hikes #surstitchtrails for the repost.

Weekend missions, trail gear and walks that get you from the coast to the ranges. Written by Simon, has something to say about everything. Leave Friday after work, come back a changed human. He'll make recommendations on equipment and the hikes to take them on.

STREET

The Gig Guide

As summer begins, the festivals start. In October we tap the best festivals and vibes there are to offer. Festivals, gigs, kit that survives day three, and the vinyl and turntables to go with it. Our Min writes our gigs guides and works the door.

The SurfStitch gig guide also offers up the best in live pub music up and down the coast. If you have a band and a gig, let Min know and we'll include it. Tag you and your friends #surfstitchgigs at your favourite gigs and join us at SurfStitch beach parties.

SEA

The Surf Guide

Australia is where we want to be. There's nothing like our summer.

Spots, swell, board care and the independent surf and sea brands worth knowing about, written by Baker.

Ratings and reports on our surf guide are updated morning and afternoon, with great new ones being added all the time. Tag #surfstitchsummer for the repost.

Now the part we'd rather skip.

We're a small crew, rebuilding this in the open. Some ranges are a work in progress while we curate and onboard the right brands. You'll find things that are broken before we do, because there are more of you than us.

We'll make mistakes. We'd rather tell you than have you find out and assume we didn't know. Not perfect. Just better, together.

1. Tell us what you're into. Hikes, Sea or Street. Update your preferences and we'll only send what's relevant. Fewer emails, better ones.
    

2. Meet the brands we back. Independent Australian labels alongside the international names worth carrying.
   
   

3. Have a look, tell us what you think. A real person reads those replies.
   

Thanks for sticking around, or if you didn't before, for taking another look.

Baker, Min, Simon
The SurfStitch crew.