Sundek, an iconic surfwear brand, has been synonymous with vibrant beach culture and innovative design since its inception in 1958 in San Francisco. Originally a swimwear brand from the early 1940s, Sundek of California expanded its collection to include surf-specific nylon or cotton-nylon shorts. This pivotal move marked the beginning of Sundek’s legacy as one of the first brands dedicated to the burgeoning sport of surfing. By the 1960s, Sundek had extended its reach beyond California to Hawaii and the East Coast, capturing the hearts of surfers with its colorful patterns and practical features like Velcro closures.

The 1970s saw Sundek solidifying its place in surf culture with the introduction of the Rainbow Boardshorts. This design, characterized by its double layer of quick-drying nylon and the iconic rainbow stripe, became a staple among surfers and a symbol of the carefree, adventurous lifestyle associated with the sport. Sundek’s commitment to the surfing community was further demonstrated through its sponsorship of the Eastern Surfing Association (ESA) and the prestigious “Sundek Invitational,” promoting the brand and the sport through collaborations with legendary surfers like Kelly Slater and Mark Foo.

While the brand experienced a decline in the U.S. market by the mid-1990s, it found new life in Europe under the management of Florence-based Kickoff SpA. Recognizing the enduring appeal of Sundek’s American surf heritage, Kickoff revitalized the brand, eventually reintroducing it to the U.S. market. Today, Sundek’s timeless designs, such as the Rainbow Boardshorts, continue to resonate with both nostalgic surfers and a new generation seeking high-quality, stylish beachwear. With a blend of historical significance and modern appeal, Sundek remains a beloved name in the world of surf fashion.

Hilarious Y2K Sundek Commercial

How to tell if Sundek is vintage from the logo

Sundek, known for its vibrant and iconic beachwear, has maintained a consistent brand image over the years. Recognizable by its distinctive sunburst logo, Sundek’s branding has seen subtle refinements since its inception. For collectors and enthusiasts, understanding the nuances of the Sundek logo can help determine the era of a particular item.

1958 to now Sundek logo

• The Sundek logo features a stylized sunburst design, symbolic of the brand’s association with beach culture and sunny destinations.
• The logo includes the word “SUNDEK” in a bold, capitalized font, often depicted in vibrant colors that reflect the brand’s lively aesthetic.
• While the overall structure of the sunburst and the font has remained relatively unchanged, minor adjustments in color usage and design detailing have occurred over the years.
• Earlier versions may show slight differences in the sunburst design and font weight compared to more recent iterations.

1958 to now Sundek logo

How to tell if Sundek is vintage from the tags

The Sundek brand has evolved over the decades, with distinct changes in their clothing tags that reflect the era of production. Identifying the era of a Sundek garment can help determine its vintage status and provide insights into its design history.

Can’t figure out your vintage tags or labels? Upload a picture on our vintage tag identification page, and we’ll assist you!

1970s vintage Sundek tags

• Bright, colorful designs with a prominent Sundek logo featuring a stylized sun and waves.
• Tags often have a bold, colorful background with the logo in contrasting colors.
• Text is typically in a bold serif font.

1970s Sundek tags

1980s vintage Sundek tags

• Still featuring the distinctive sun and wave logo, but with a cleaner design compared to the 1970s.
• Tags are more likely to have a white or light-colored background with the logo in vibrant colors.
• Font remains bold, but there is a shift towards more minimalistic designs.

1980s Sundek tags

1990s vintage Sundek tags

• Introduction of more varied tag designs, but the classic sun and wave logo remains a staple.
• Tags often incorporate more color variations, with both bright and muted tones being used.
• Text is frequently more stylized, sometimes incorporating italic or script elements.

1990s Sundek tags

2000s vintage Sundek tags

• Tags become more modern, with the sun and wave logo often simplified and streamlined.
• Greater use of different materials for tags, including embroidered and printed versions.
• Text fonts become more varied, sometimes using sans-serif fonts for a more contemporary look.

2000s Sundek tags