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Cooler than Thou
Karl Taro Greenfeld
February 18, 2005
Quiksilver, which began with one pair of shorts, is now a billion-dollar company that sells the look and attitude of hard-core surfers. Staying on that cutting edge requires constant vigilance ... and the wisdom of Mr. Sunset
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February 18, 2005

Cooler Than Thou

Quiksilver, which began with one pair of shorts, is now a billion-dollar company that sells the look and attitude of hard-core surfers. Staying on that cutting edge requires constant vigilance ... and the wisdom of Mr. Sunset

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It is Jeff Hakman, the gnarly pro surfer who lived through the ultimate wipeouts, in the water and out, whose perseverance embodies the values, culture and rugged durability of Quiksilver. The company, ultimately, is about riding waves--huge, epic waves--and being unafraid of getting into the barrel even when it seems like that wall of water is about to crash down on you. In business, in life and on a surfboard, that's what Hakman does: get in the wave. When Bob McKnight wonders about which way to take Quiksilver, he says he can almost hear Mr. Sunset shouting at him to trust his rail and get in the pocket.

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