Swellnet recently drew parallels to some of the trends being set by industry surfing legends such as Kelly Slater and Nev Hyman. Environmental responsibility has found its way into cutting edge brands such as Firewire, Quiksilver and O’Neill. Stu Nettle of Swellnet writes “these days a swag of companies make boardshorts from post-consumer recycled plastic – no scary quotation marks necessary. And the strategy appears as much to do with economics as marketing. As Nev Hyman recently told Swellnet, “Plastic isn't a waste, it's a resource. But you've gotta turn it into something that's really sexy for people to be bothered collecting the waste and recycling it.” To read the full article click here.