Like the shrinking stands of Sequoia redwoods, a giant of the surf industry was celebrated this week – one of the last of a generation. Walter Hoffman was part of the 1950s surfing pioneers who built product by hand, surfed the best spots in their salad days, and invented much of what we think of as the modern era of surf culture. They are few left. And few to have had the impact Walter did.
When the memorial began last Saturday afternoon in the State Park at Doheny, a gathering of the surf industry’s true elite were there. It signaled the importance this surfing legend merits. Volcom founder Rich “Wooly” Wolcott, Quiksilver USA founder Bob McKnight, Vissla’s founder Paul Naude, Electric founder Bruce Beach, and Junior Jenks, son of recently departed Ocean Pacific founder, all suited up for the later paddleout. Lightning Bolt’s Pipe Master Rory Russell, queen Rell Sunn’s daughter Jan, Surfer’s Journal founder Steve Pezman, and a host of legendary surfers (too massive to begin to name) all came. They gathered to honor the man who supplied the entire surf fashion business with fabric to uniform their respective regiments of wave-riders.
Hoffman Images
And of course, many of those legends are part of an indisputable surf dynasty. The daughter Walter taught to surf, World Champion Joyce Hoffman slipped in quietly. A second daughter Dibi made a somewhat grander entrance with legend Herbie Fletcher (Walter’s son in law) along with Walter’s iconic grandsons – big wave rider Nathan and original aerial artist Christian. Nephew Marty (an 8-time invitee to the Eddie) son Tony, grandson Aaron and great granddaughter surf prodigy Indie filled in the ohana seats.
Daughter Robin graciously opened the celebration of life, and Junior Jenks took the master of ceremonies role like a champ who knew the family intimately – which he does.
Bob McKnight, Pua Rochlen, Eric Diamond, told everyone what Walter had meant to their business personally – and of course a long litany of “Walter” stories – eating, surfing and holding court at his gigantic desk. The sons and grandsons filled in the even more personal side with laughter and legacy. But that legacy extended far beyond the inner family, to the entire surf industry ohana.
What most surfers are unaware of is the impact Walter and his brother had on the birth of surf industry. In the 1950s a group of surfers moved to a relatively obscure stretch of coast between Dana Point and San Clemente. It was cheap, uncrowded and had decent, clean empty beach breaks stretching in either direction. Those men were John Severson, founder of SURFER Magazine, Bruce Brown, the creator of the Endless Summer film, Hobie Alter the most famous surfboard builder of the decade, and Grubby Clark, the godfather of foam. Oh, and one addition: Walter and Flippy Hoffman, the owners of Hoffman Fabrics. Any of the other iconic heroes would be instantly identifiable by most surfers – their names and creations splashed across the media and retail outlets around the world. The Hoffmans – not so much. But without Walter and Flippy, there might not have even been a surf fashion industry. It blossomed out of their textile house and was supported by their willingness to give clothing brands founded by surfers a shot at success.
Hoffman Images
In my many years as editor and then publisher of SURFER I had the opportunity to engage with nearly every surf label that created clothing. I can tell you from easy memory, every single one of them attributed their initial success to Walter for guidance, advice, quality of fabric, and access to credit (Man, is that an important one!)
And it was not just the fabric of boardshorts and Hawaiian prints. It was the fabric weaving an entire engine of industry that powered surfing into the global consciousness. Walter was one of the last of a generation that shaped surfing’s culture with bare hands and bare feet. A generation forged with strength but imbued with generosity. We will likely not see more like them. It was a fitting sendoff that his ashes were scattered not far from his beloved Beach Road abode – down in Doheny where the surfers all go.
Related: RIP: Big-Wave Pioneer and Surf Industry Founding Father Walter Hoffman
Related: Joyce Hoffman’s Triumph Spitfire Commercial Is Still One OF The Best Surf Ads Ever