When surf culture meets sustainable style
When two coastal-born brands with shared values come together, something truly special happens. In autumn 2024, Women + Waves partnered with White Stuff to launch The Surf Seekers campaign, celebrating the power of female surf culture, connection and community.
Filmed on location at Great Western Beach in Newquay, the heart of the UK surf scene, the collaboration showcased real Women + Waves surfers, women of all ages and abilities who find freedom, confidence and friendship in the sea.
How the collaboration began
White Stuff approached Women + Waves with a vision to create an authentic campaign that reflected the energy of women who surf. They wanted real stories, real waves and real women.
It was an instant connection. Both brands share a passion for the coast, sustainability and empowering women through adventure. Together, we set out to show that surfing is more than a sport. It is a shared rhythm, a source of strength and a community built on joy.
Our founder Rachel Murphy, alongside Women + Waves coaches Kitty, Lisa, Claire, Sarah and Sammy, brought their genuine connection to the ocean to life in front of the camera. The feature told their stories through interviews and imagery that captured the essence of our surf collective.
A celebration of surf and sisterhood
The shoot took place in Newquay, where Women + Waves began back in 2017 as a small surf club for friends. What started as local weekend surf sessions has grown into a global surf community connecting women from Cornwall to Costa Rica.
The Surf Seekers campaign highlighted that spirit beautifully. It featured candid conversations about confidence, inclusivity and the way surfing helps women reconnect with themselves. From pre-dawn paddles to golden-hour lineups, every moment captured the shared laughter and resilience that define the Women + Waves experience.
You can read the full feature on the White Stuff website.
Why this partnership matters
This collaboration represents more than visibility. It builds trust and authority through shared values between two respected brands.
Partnering with White Stuff, a company known for its ethical production, community focus and coastal lifestyle, helped Women + Waves reach a wider audience of women curious about surfing for the first time. It reinforced our position as the UK’s leading female surf brand and a trusted authority in surf coaching, community and empowerment.
The campaign showcased the Women + Waves team as credible, qualified surf experts, and strengthened our mission to make surfing accessible, inclusive and fun for everyone.
For women who discovered us through White Stuff, the message was clear, surfing is for you.
Shared values, lasting impact
Both White Stuff and Women + Waves believe in the importance of creating space for women outdoors. The collaboration celebrated sustainable partnerships and storytelling that inspires confidence, connection and adventure.
From beach clean-ups to community surf coaching, our shared ethos continues to shape how we work with like-minded brands. Together, we’re showing that surf culture can be both stylish and meaningful, rooted in authenticity and care for the planet.
Join the movement
Whether you are a lifelong surfer or just starting your journey, Women + Waves invites you to connect with a community that celebrates women in the water.
Explore our upcoming surf trips:
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Visit our Partnerships & Collaborations page to see how we’re working with brands that share our values of empowerment, adventure and sustainability.
Final thoughts
The Women + Waves x White Stuff partnership proved that authentic collaborations can do more than just create beautiful imagery. They can amplify women’s voices, strengthen communities and show that surfing is for every woman, everywhere.
This campaign is a reminder of why we do what we do, to empower, inspire and help women find freedom through the sea.
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