SurfStitch has revealed a new brand identity, positioning, and campaign, boldly titled 'Ready for Everywhere'.

The rebranding signifies a strategic pivot, extending its reach beyond the 'surf' category to embrace snow, skate, summit, and street style. The platform currently showcases over 300 curated brands, a testament to its commitment to diversification.

Sacha Laing, Chief Executive Officer of Alquemie Group, the parent company of SurfStitch, commented on the rebranding.

"Our new brand identity and campaign embraces the effortless transition of our customers between work, life and play. Curated with real life in mind, our products are not just fashion, but gear for living. From surf to summit, we stand for style without the high maintenance," Laing said.

The campaign, which includes a 9-week outdoor and transit commitment with JCDecaux, is set to make waves across multiple platforms. A launch spot will air across Connected TV and YouTube, while a series of activities will roll out across digital and social platforms, ensuring a broad reach.

Luke Williams, Creative Director and Head of Marketing at SurfStitch, said it takes confidence for a brand to be "reductive" when it comes to identity evolution.

"But with that refinement comes clarity, and in this case it takes the form of a new logo that reinforces the brand’s online presence, flexing in digital and animated formats as a tool to communicate the broad range of categories in which we play. Paired back with a more elevated approach to imagery, our new visual identity marks the beginning of a new chapter for SurfStitch," he said.

SurfStitch has been a leader in online shopping in Australia for the past 15 years and has a curated portfolio of more than 300 apparel and lifestyle brands.