Country of Origin: Australia Founded in: 1980's With MnO since: 2005

Contact: Therese Wånggren +46 (0)8-587 916 02 therese.wanggren

Insight began as a surfboard company in the mid 1980’s. Founded by ex-professional surfers Andrew Down and Greg Webber, but the two split and it was then Down developed a small range of t-shirts and trucker caps as a way to promote the surfboards. Encourage by the demand, the range soon expanded to include board shorts, walk shorts and fleece tops.

George Gorrow, who’d later co-found hot denim label Tsubi, lent his creative talents to the clothing line and the brand developed into one of the most cutting-edge surf wear labels in Australia today.

Insight’s target market is not easily defined. Its youth focused, but while traditionally steeped within the surf wear market, the brand boasts growing attention from a more fashion conscious crowd. This growth stems from the fashion credibility that surrounds Insight.

Today, the company retails in over 600 stores in Australia, and distributes to 27 countries. They have recently opened a European HQ based in Biarritz, France, and a US HQ based in Venice Beach, California. The flagship-stores are located in youth fashion-capital London and surfer’s paradise Bali.

Insight has brought together a concentration of Australia’s most talented designers who follows their intuition to create unique surf fashion, and pay little attention to where the crowd is heading – they prefer to create their own path, and so does the followers wearing the brand.