As this super cooled Sanuk story asks - what IS cooler in surfing right now than ... being cool?
The cold water frontier is perhaps the surf industry's only expanding horizon.
Freezing is fun!
Here's Sanuk's intro text:
"What's cooler than being cool? Making winter your beach! Go on an arctic adventure with the Sanuk Surf Squad as Alek Parker, Brett Barley and Philip Goold head north, score waves and stay comfy in Sanuk's new Chill Series sidewalk surfers and not-a-boots."