What Surf-fur does

Surf-fur is a San Diego-based, privately held manufacturer of warming and protective gear for cold-water sports, founded in 2007 by water-sports enthusiasts and led by CEO Cynthia Issel. Its core product is The Original Waterparka, a breathable, waterproof, and windproof parka built around a proprietary three-layer bonded fleece with a PTFE membrane that allows perspiration vapor to escape while blocking wind and water, made from 100% recycled polyester. The line has expanded to include the SurfCheck Surf Hoodie (designed to layer under the Waterparka), a bundled El Niño Package, a Foul Weather Jacket and Pants system for extreme cold, and accessories including dry bags, a beanie, a towel, and a flat-bill hat; the Waterparka and SurfCheck Hoodie carry a $249 and $154 MSRP respectively, with the bundle priced at $335.

The company operates a direct-to-consumer go-to-market anchored on a Shopify storefront, supplemented by marketplace listings on Amazon (US, Canada, Mexico) and Walmart.com, an authorized wholesale network of 70+ dive shops and water-sports retailers across 30+ US states, a certified Asian distributor (Kost, Co, Seoul), and a dedicated direct-sales channel for US military, Special Operations, Coast Guard, and first-responder buyers. Customer acquisition runs through content marketing (Wottermen Chronicles blog), organic social (Facebook, Instagram, YouTube), paid search, an email capture with a 10% first-order discount, and both an affiliate program and a Professional Ambassador program. Revenue is generated entirely through one-time product sales — there is no subscription or recurring model.

The business has been bootstrapped since inception with no documented institutional funding, ownership concentrated with founders, and a headcount in the 1–10 range. The company sells primarily to water-sports athletes (surfers, divers, swimmers, paddlers, spearfishers, boaters), with secondary segments in outdoor/adventure enthusiasts, the cold-water therapy/wellness community, and military/spec-ops buyers. The firm's brand positioning emphasizes its 17-year market presence, 7,000+ 5-star reviews, exclusive fabric specification, and use of recycled materials.

Name

Surf-fur

Legal name

Surf-fur

Website

https://surf-fur.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Surf-fur is a San Diego-based manufacturer of proprietary breathable waterproof warming gear — primarily the Original Waterparka — for cold-water surfers, divers, swimmers, paddlers, and military/first-responder buyers, sold DTC, via marketplaces, and through 70+ US retailers.

Ownership category

akta.pro rank

Product category

Water Sports Cold-Water Performance Apparel

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

akta.pro secondary industries

Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ), Swim & Surf Performance Wear (CRAAAEAG)

Keywords

• Cold water apparel
• Water sports outerwear
• Waterproof swim parkas
• Recycled fleece apparel
• Dive warming gear

Headquarters

HQ city

Encinitas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Product Sales: Direct-to-consumer sales through Shopify e-commerce website (surf-fur.com). Products sold at MSRP with free shipping on orders over $99.
2. Wholesale/Distribution Sales: Wholesale sales to authorized resellers, distributors, and retailers. Minimum order of 4 pieces. MSRP maintained through MAP policy.
3. Marketplace Sales: Products sold through Amazon.com (US, Canada, Mexico) and Walmart.com marketplaces.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Surf-fur designs, manufactures, and sells cold-water performance apparel for water athletes and outdoor enthusiasts. The flagship product is The Original WaterParka, a breathable, waterproof, windproof parka made from 100% recycled polyester bonded fleece with a PTFE membrane. The catalog also includes the SurfCheck Surf Hoodie, El Niño bundle, Foul Weather Jacket and Pants, and accessories (Dry Bags, Beenie, Mermaid Towel, Flat Bill Hat). Products are sold direct-to-consumer via Shopify, through Amazon and Walmart, and via 70+ authorized dive shops and water sports retailers.

Product overview

Surf-fur is a cold-water performance apparel company offering a portfolio of warming and protective gear for water athletes. The core product line centers on the Original Waterparka - a breathable, waterproof, windproof parka made from recycled polyester fleece with PTFE membrane technology. Supporting products include the SurfCheck Surf Hoodie (designed to layer under the Waterparka), the El Nino Package (bundled Waterparka + Hoodie), Foul Weather Jacket and Pants for extreme cold weather, plus accessories including Dry Bags (30L and 5L), Surf-fur Beenie, Mermaid Towel, and Flat Bill Hat. All products feature proprietary bonded fleece technology engineered for water sports athletes.

Differentiator

Problem solved

Functional benefit

Products and services

• The Original Waterparka
• SurfCheck Surf Hoodie
• The El Niño Package
• Foul Weather Jacket
• Foul Weather Pants
• Surf-fur Beenie
• Dry Bag 30 Liter
• Dry Bag 5 Liter
• Mermaid Towel
• Flat Bill Hat - Navy/White

Quantifiable outcome

• Keeps users warm even when soaking wet
• +3 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Navy SealscoreOthersSurf-fur provides warming and protective gear for Navy SEALs and Special Operations personnel. Company has dedicated spec-ops page and contacts for military ordering ([email protected]). Products designed for extreme cold conditions during covert missions.
• Special Operations ForcescoreOthersSurf-fur provides specialized warming gear for Special Operations units. Company familiar with specific needs and procurement processes of various service branches.
• Coast GuardcoreOthersSurf-fur supports Coast Guard personnel with warming gear for water operations.
• Firemen and Dive RescuecoreOthersSurf-fur provides warming gear for firemen and dive rescue personnel who operate in cold water conditions.
• Kost, CocoreChannel Partner/ Reseller/ DistributorSeoul, South Korea-based certified distributor of authentic Surf-fur gear in Asia. The only certified distributor of authentic Surf-fur gear in Asia.
• Amazon.comcoreChannel Partner/ Reseller/ DistributorMarketplace partnership for selling Surf-fur products. Products sold on Amazon US, Canada, and Mexico marketplaces.
• Walmart.comminorChannel Partner/ Reseller/ DistributorMarketplace partnership for selling Surf-fur products on Walmart.com.
• 70+ Dive Shops and Water Sports RetailerscoreChannel Partner/ Reseller/ DistributorNetwork of 70+ authorized retail locations across the US including Just Get Wet San Diego, Malibu Divers, Spear America, Dive Oahu, Jack's Diving Locker Hawaii, Neptune Divers Las Vegas, and many others.
• Dive Aunties FoundationminorGTM or Marketing Partner501(c)(3) nonprofit and women-led freediving collective based in Southern California with 190+ members. Surf-fur blog profiles this organization. Promotes safety, inclusion, and community within freediving with more than 80% women of color members.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dryrobe: Dryrobe sells changing robes and outdoor changing ponchos designed to keep athletes warm before and after water sports. Its core use case, waterproof and warm outerwear, and direct-to-consumer model closely match Surf-fur's WaterParka proposition.
• Level Six: Level Six makes paddlesports apparel, drysuits, and accessories for kayakers and other water users. It is a relevant niche comparator because its technical clothing and focus on cold and wet conditions address a similar customer need.
• Mystic: Mystic is a watersports brand offering wetsuits, harnesses, and technical apparel for kiteboarding, wakeboarding, and related activities. It is a niche comparator for Surf-fur's specialist water-athlete positioning and premium technical gear.
• Fourth Element: Fourth Element develops thermal protection and apparel for divers, including wetsuits and undergarments. Divers are a core Surf-fur segment, and both brands sell specialized gear for managing temperature in and around cold water.
• Red Paddle Co: Red Paddle Co sells paddle-sports equipment and technical apparel for paddlers and other water users. It targets the same cold-water and water-sports community, with overlapping product, customer, and specialty-retail economics.
• NRS: NRS is a water-sports and paddlesports brand offering technical apparel, footwear, and gear for boaters, kayakers, and rafters. Its customer base and emphasis on staying warm and protected in wet conditions closely overlap Surf-fur.
• Xcel: Xcel manufactures wetsuits, surf apparel, and related water-sports equipment for surfers and ocean athletes. Its products serve a similar specialist water-sports customer and compete for premium technical outerwear spend.

Emerging players

• ION: ION produces wetsuits, neoprene apparel, and hardware for kitesurfing, wakeboarding, and other board sports. Its board-sports user base and technical apparel overlap Surf-fur, although ION is broader and more focused on active water participation.

Broad incumbents

• Helly Hansen: Helly Hansen is a broad incumbent in technical marine and outdoor apparel, including waterproof and insulated layers for professional and recreational users. Its scale and product breadth make it a relevant competitive benchmark for Surf-fur's cold-water performance positioning.
• Gill: Gill is an established marine apparel and equipment brand for sailing, boating, and other on-water activities. It is a broad incumbent with overlapping waterproof, windproof, and thermal clothing for similar marine users.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@surffur
• Facebookfacebook.com/Surffur
• Instagraminstagram.com/surffur
• Xx.com/Surffur
• LinkedInlinkedin.com/company/surf-fur

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Surf-fur