AM SURF - No 2

AM SURF - No 2Growing up, surf culture was driven by things you had to wait for. The new issue of Surfer. The latest Transworld. A worn copy of The Surfers Journal left on the counter of your local shop. A VHS or DVD passed between friends until it barely worked. Surf movies didnt just entertain they shifted energy. They shaped how we dressed, how we talked, where we traveled, who we looked up to. Surfing wasnt something you did. It was something you lived. For me,

Growing up, surf culture was driven by things you had to wait for.
The new issue of Surfer. The latest Transworld. A worn copy of The Surfer’s Journal left on the counter of your local shop. A VHS or DVD passed between friends until it barely worked.

Surf movies didn’t just entertain — they shifted energy. They shaped how we dressed, how we talked, where we traveled, who we looked up to. Surfing wasn’t something you did. It was something you lived.

For me, films like Young Guns, Step Into Liquid, The Endless Summer, Castles in the Sky, Modern Collective, Shelter, and September Sessions lit that fire. They made the world feel bigger and somehow more possible.

Somewhere along the way things changed. The internet sped everything up. The anticipation softened. Magazines faded. Shop teams thinned out. Surfing became more accessible — but maybe a little less sacred.

Last spring we released AM SURF Issue No.1 as a nod to that era. A printed reminder that culture is built slowly, thoughtfully, by real people doing real things.

This year, we continue that intention.

AM SURF Issue No.2 goes deeper.

It draws from surf culture, yes — shapers, surfers, photographers — but also from the natural world. Biologists. Ecologists. Wildlife photographers. And a wider circle of artists whose work, in one way or another, intersects with the ocean and the idea of living deliberately.

It’s less about nostalgia and more about continuity.
Less about looking back and more about protecting what still matters.

Alongside Issue No.2, we’re continuing to build out our shop sponsorship and team rider program — supporting local surfers and friends of the brand from different corners of the world. We’ll be pairing the magazine with short stories and film features that tie the whole project together.

AM SURF isn’t content.
It’s a document.
An annual marker.

Issue No.2 is available for pre-order now.