The History Of Australia’s Iconic Surf Brand: Billabong

The iconic Australian surf and lifestyle brand Billabong was started in humble beginnings by Gordon Merchant. The name Billabong is derived from the Wiradjuri word bilabaŋ, which translates to ‘creek that runs only during the rainy season,’ and captures Gordon’s early days where he was found chasing the waves. Here we discover Gordon’s desire for durable garments and his love for boardsports that led his company to success.

Ex-Maroubra surfer Gordon Merchant embraced the surfing lifestyle of Australia in the late ’60s and early ’70s, when he would often pack up a Kombi van full of surfboards, maps, sleeping bags, and tents. Gordon traveled along the coast in search of a new surfing utopia. Arriving along a 20-mile stretch of ‘golden beach,’ Gordon made the Gold Coast his home – a place that would allow him to wear boardshorts up to nine months of the year!

Throughout his time as a surfer, Gordon created breakthrough inventions that helped shape the everyday surfer. Gordon not only developed a surfboard that featured a tucked-under edge, a detail that helped Michael Peterson and Rabbit Bartholomew become surfing champions, but also developed the first leg-rope. Following this, in 1973, Gordon and his then-partner Rena started producing handmade boardshorts. Making use of a unique triple-stitching technique designed to withstand even the toughest elements, this durable garment was an instant hit amongst the locals.