New Product - The Surf-FUR

FOR IMMEDIATE RELEASE Contact: Cynthia Issel Ph: 858.752.4580 Email: cindy@surf-fur.com Surf-FUR Coat Takes Chill Out of Surfing, Other Water Sports Southern California Couple Plans to Cover Surf Industry With Unique Garment Encinitas, Calif. – Contrary to popular belief, it really does get cold in Southern California. Just ask Cynthia Issel, who, after surfing early one winter morning with her husband Zenon, wished she had a “fur” coat to keep her warm before and after her session – the Pacific Ocean that day was a brisk 52 degrees, and the air temperature was equally chilly. The only garments comparable on the market for Cynthia’s needs at the time were bulky towel-like wraps made of terry cloth. The lack of a warm, comfortable and functional surf “coat” in the market fueled the couple to begin researching ways to design their own. And so, they began cruising up and down the beach surveying surfers, divers, life guards and general beachgoers. Three years and four prototypes later, the couple has introduced the Surf-fur, a unique, multifunctional garment designed to protect watermen and women from the cold. The first of its kind, the Surf-fur is made of soft, lightweight polyester fleece with a special inner membrane, called TPU, which allows maximum protection from blustery conditions. The stylish, reversible, hooded coat, which has a patent pending, is water and wind resistant. The garment’s long, generous cut allows surfers and divers to change in and out of their wetsuits and other surf apparel comfortably. The coat even has changing pockets that go all the way through to help avoid “flashing” incidents. The Surf-fur, which comes in various sizes, can be worn by men, women and kids. “There’s nothing else out there like this,” said Zenon, Surf-fur’s chief financial officer. “It’s not just a changing coat; it’s a warming coat, and it’s compact while traveling. We wanted a cool, stylish design that was functional and that keeps the car seats dry.” He also pointed out that the Surf-fur is ideal for camping trips to destinations like Baja. Surf-fur expects its first big shipment of coats in November 2007, just in time for the holiday season. The Issel’s plan to first market the Surf-fur to surfers and divers, and then to other water and ocean enthusiasts such as fishermen, tri-athletes, kayakers, sailors, canoers, Coast Guards, life guards, kite boarders, water polo players and oceanographers. “We want to first create a brand identity in Southern California,” said Cynthia, Surf-fur’s designer. One way Surf-fur will build its brand is by sponsoring several Southern California surf teams beginning in the fall 2007, San Clemente High School, Point Loma Nazarene University, and Carlsbad High School, to name a few. The San Clemente team has already tested the coats. “The coats went over well at the NSSA championships,” said John Dowell, San Clemente’s surf coach. “The kids loved them and they kept them warm in between heats. The parents also loved the coats because they kept them warm while the kids were in the water.” While the youth market is a big market for surf apparel companies, the overall industry has experienced explosive growth over the past few years. (The Southern California–based surf industry continues to be one of the fastest-growing markets worldwide). According to the latest figures by the Surf Industry Manufacturing Association, the global surf apparel industry has grown to nearly $2.5 billion, and is expected to continue to significantly increase. “Surfing has become more than just a sport; it’s a lifestyle that is growing in popularity,” Cynthia said. “The rapid development of the surf industry has created opportunities for entrepreneurial companies and products like Surf-fur. We think we will be successful at providing a unique product for the growing and changing surf population.” Surf-fur plans to use some of its future profits to benefit the environment by being involved in “1% for the Planet,” an alliance of businesses committed to leveraging their resources to create a healthier planet. Members of the nonprofit organization donate at least 1% of their annual sales to environmental organizations worldwide. “Many important life events have happened for us at the beach,” Cynthia said. “The ocean is our playground and has been the core of our Surf-fur business. We feel it is our responsibility to give back in some way.” About Surf-fur: Created in 2003, Surf-fur is the first-of-its-kind coat designed to keep surfers, divers and ocean lovers alike warm and dry. The coat was created to fit the needs of beachgoers and travelers around the globe. For more information, please visit www.surf-fur.com.