Everything
It’s not every day that you hear the terms “tailoring” and “surfwear” in the same sentence but it’s a change in paradigm that designer Hayden Cox is determined to deliver with his Haydenshapes clothing line. His latest collection of unisex clothing has arrived, adroitly blurring the boundaries between the two to create a line that is seamlessly both yet something entirely new.
“I’m always influenced by my team of surfers here and in the US,” Cox tells ICON. “These guys sit in more of that ‘free-surf / non competitive’ category and what they are wearing right now are more tailored pieces blended back with a more relaxed elevated street vibe.
According to Cox, while the general perception of surfwear is overwhelmingly seen as tees, hoodies and boardies (“And there is a place for those for sure,” he remarks), there’s also an a growing underground part of the sport that is more fashion forward and eclectic in its application of style codes. “These are just the lesser known crew that influence within their own circles at a more grass roots level and that is where I find inspiration not only for the boards, but the wetsuits and clothing too,” says Cox.
This growing sense of sartorial direction within surf can be seen in the evolution of Cox’s designs from his earliest days, including a collab with fellow Australian designer Dion Lee to create one of the most fascinating takes on the classic wetsuits we’ve ever seen. But despite the more broader contexts being applied to the kind of clothing he is making now, Cox firmly believes that the clothing and the boards are still an integrated creative language. “I think initially I saw the clothing as a bit of a separate space to the boards – one that we could start to carve out its own unique identity within the Haydenshapes brand,” he says.
“What I have noticed though as the collections have grown and evolved is that our customers are drawn to the pieces that directly connect to our surfboard design language like graphic elements, outlines, material application like resin buttons etc. I’d say more recently the art direction of the surfboards have really informed the creativity of the clothing whereas initially, they were more separate. So I’ve really embraced that more and brought the surfboard design DNA through – it’s what we know, where we come from and I think it’s a unique point of difference that’s very genuine and authentic to us and what we bring to this category.”
Dubbed Super Natural, the latest collection is a daring interplay of nostalgia and modernity, showcasing an array of textures and designs that embody both relaxed elegance and a spirit of rebellion. At the heart of the collection is a rich tapestry of materials. The third season of garments features an eclectic mix of knitted Merino Wool, Polartec fleece, Japanese Denim, and heavy cotton jersey, complemented by peached poly nylon, taffeta, and mesh. This diverse selection makes it Haydenshapes’ most texturally varied collection to date, offering an unparalleled sensory experience.
The collection draws inspiration from the natural world, specifically the moon and sea. Unique moonscape and seascape prints adorn the clothing, while DIY hand-stencilled flames add a touch of bespoke artistry to feature sweaters and patch appliques. These designs pay tribute to the surf culture of the 1990s – a defining era for Haydenshapes, marked by unbridled expression and creativity. The prints themselves are authentic colour test swatches, sourced directly from the walls of the Haydenshapes custom surfboard factory airbrush room, introducing new, metaphorical hues to the collection.
True to its commitment to sustainability, Season 3 of Haydenshapes integrates customised hardware that echoes the brand’s unique surf heritage. The collection features surfboard leash plug metal hardware and upcycled buttons made from surfboard manufacturing waste. These elements are all handcrafted in Mona Vale, on the Northern Beaches of Sydney, Australia, showcasing a commitment to local craftsmanship and environmental responsibility.
Founder Hayden Cox describes the collection as a homage to the brand’s roots, blending the energy of the past with contemporary innovation. “Our season 3 RTW honours our heritage, merging the energy of the past with the contemporary. This range not only speaks to our roots in surf and ‘un-refinement’ but also our progressive identity and vision for the future,” says Cox.
The collection’s focus on wool and premium materials is evident in its updated patch art and relaxed tailored wool staples. Crafted from 100 percent Australian merino wool, certified by The Woolmark Company, these pieces are designed for longevity across seasons. A standout item is Haydenshapes’ unique take on a sun/surf shirt, made from a waterproof, quick-dry custom spec nylon, offering a 98 percent UV block – perfect for both in and out of the water scenarios.
Does he have a favourite from new collection? “I wear the Seascape Tee a lot – that graphic was lifted straight from the walls of our surfboard factory spray room in Mona Vale I also wear the prospect work jacket and pant a lot – these pieces have a subtle but rad stitch detail and I find them very versatile in general and I’ll switch out my IWC watch to dress them up or down.
“Lastly, the Merino flame sweaters we created in partnership with The Woolmark Company are fun – particularly the teal colour. I wore that in a Europe winter recently on a shoot for Audi in Germany. You can’t beat Australian Merino wool, you keep those pieces forever.”
With Season 3, Haydenshapes not only continues its journey of sustainable fashion but also reinforces its identity as a brand that intertwines the past and the future, the natural and the crafted, into a coherent, stylish narrative.
