For more than five decades, Rip Curl has been synonymous with surfing. Born in 1969 at Bells Beach, the brand has grown from a grassroots surfboard operation into a global lifestyle powerhouse, yet it has never strayed from its core vision: to be the ultimate surfing country.

Whether on the coast of Australia, in the waters of Europe, or chasing waves across the Americas, Rip Curl has become an unmistakable presence wherever the ocean calls. Its eyewear collection embodies the same qualities that have defined Rip Curl since its beginning: durability, authenticity, and a deep connection to the ocean.

To learn more about this home-grown brand, mivision spoke with Rip Curl’s Head of International Licensing, Neil Ridgway.

Q. Tell us about Rip Curl. What makes this brand so special?

Rip Curl’s vision has always been to be the ultimate surfing company. With more than 50 years of tradition and know-how, there isn’t a beach in the world where we aren’t known – whether through having our own store near the beach front, a local surf shop stocking our gear, or a sponsored team rider. Anywhere there are waves, you’ll find Rip Curl.

Q. Tell us about the origins of Rip Curl. Who started it, and what was the inspiration? Who owns Rip Curl today?

Rip Curl was founded in Torquay in 1969 by two young surfers: Doug ‘Claw’ Warbrick and Brian ‘Sing Ding’ Singer. Rip Curl was born from the spirit of what surfers call The Search; the drive to travel far and wide to discover waves and enjoy the adventure along the way. The Search is what makes Rip Curl unique. That philosophy defines who we are: the products we make, the events we run, the riders we support, and the people we reach across the globe – they’re all a part of The Search that Rip Curl is on.

Rip Curl has always been a company built by surfers, for surfers, and for over 50 years we’ve held market leadership in surfing. Our commitment is to create the best products, run the best events, support the best athletes, deliver the best customer experience, communicate the best brand message, and have the best crew of people. This helps Rip Curl hold onto the vision of being regarded as ‘The Surfing Company’. Today, Rip Curl is proudly owned by KMD Brands.

Q. How would you describe your biggest followers?

We have two key audiences. The first are core surfers and snowboarders who demand high-tech, high-performance equipment – they demand the best money can buy. The second are beach lovers; people inspired by sunrises and sunsets, being in the ocean, and are attracted to the energy that the ocean provides.

Q. Why did Rip Curl venture into eyewear, and when did you start designing and manufacturing?

We originally made our own sunglasses, focussing on premium polarised lenses and high-quality frames. We did that for many years. At one stage, we partnered with ADCL in France, who had strong optical connections through iCare, one of our key manufacturers. Together, we grew the eyewear side of the business, becoming the number two optical brand in France. We are still doing 250,000 frames per year – putting the brand into the hands of customers who want something different and can see that we represent that.

Working with experts allowed us to step back from in-house design and instead collaborate with trusted distributors globally. When you have experts as partners, it’s easy to trust them, so we stopped designing ourselves. Here in Australia, we’re proud to work with Amy, Ian, and Gail Hoole at Mondottica. Together, we’ve developed collections that suit the local market perfectly. We have a great range of sunglasses dropping in summer 2025 that we’re really excited about.

Q. How do Rip Curl’s eyewear designs reflect the broader brand?

Our eyewear, like all Rip Curl products, must deliver some kind of technical edge – either in the composition or in the design. For example, it might be a flexible, non-break arm in an optical frame or a polarised lens in a sunglass model. One of our sunglass models even features a built-in bottle opener and the frame is basically almost indestructible – perfectly in line with our brand values.

It’s gear that’s reliable, durable, authentic… and can be used on The Search.

Our products are also tested and worn by our global team of professional surfers, snowboarders, and skiers. They won’t wear anything that does not look great; or doesn’t work. So, the fashionability, the look, the feel – it all needs be spot on.

Q. You’ve just launched a new Rip Curl eyewear collection. Can you tell us about the direction you’ve taken and why?

Working closely with Mondottica, we designed a sunglass collection that we’d be proud to rock in our own stores and offer to the independent optical retailers who stock our eyewear. The price point is great, the quality is great – the range is all polarised, and the frames can be easily coupled with prescription lenses. It’s a range of eyewear that trades on the quality and the brand awareness in Australia. We’re thrilled with the result—and equally excited that wholesale partners are eager to carry the line because of the brand’s strong pull in the market.

Q. What do you think will be the next big trend in eyewear?

We’re seeing a strong shift toward eyewear that blends performance with lifestyle. People want frames that look great in everyday settings but also deliver when they’re out in the elements. Eyewear that goes everywhere with you – from the beach to the city, and back again.

Polarised lenses and lightweight, flexible frames are no longer extras; they’re essentials At the same time, sustainability is shaping the future. More and more consumers are choosing brands that care for the planet, and eyewear made with recycled or eco-conscious materials is leading the way.

Ultimately, the trend is about eyewear that reflects your lifestyle: authentic, versatile, and built for adventure.

Q. What does Rip Curl have planned for the future in terms of design?

For us, designing for Rip Curl always comes back to The Search. Rip Curl is about chasing waves, chasing experiences, and creating gear you can rely on for the journey. Our eyewear is no exception.

Looking ahead, we’ll be introducing new styles that fuse technical performance with effortless style, so you can wear them on a surf trip or out with friends. We’re also excited to keep pushing into more sustainable materials. By working closely together, drawing on Mondottica’s eyewear expertise and Rip Curl’s deep surf heritage, the future of Rip Curl eyewear will be about durability, functionality, and style. Eyewear that inspires you to get out there, embrace the world, and live The Search!

Rip Curl Eyewear is designed and manufactured in Australia and New Zealand by Mondottica.

Contact: (AUS) 02 8436 6666 or sales@mondottica.com.au