Stockholm Surfboard Club has released its FW25 collection alongside a new campaign created with Alex Knost, a long-time collaborator and friend of the brand. Known internationally as a pioneering surfer and multidisciplinary artist, Knost brings his offbeat aesthetic and analog sensibility to the project, shaping a visual language that reflects both his personality and the collection.
Creative Director Manne Glad describes the collaboration as a natural extension of ideas developed with art director Karl Bolander. “I had been working on this cut-out concept with Karl for a while, and it really made sense to bring Alex into it. His raw approach to everything he touches, from surfboards to music, paintings, and sculpture, is something I admire. Seeing the collection ‘come to life’ in California completed it,” Glad explains. His words frame Knost not only as a collaborator but as a central figure in the campaign’s direction.
The shoot took place in and around Knost’s home in Orange County, California. Life-size cut-out figures dressed in the FW25 collection appear throughout sun-bleached suburban settings. Their presence introduces a playful quality, one that sits between art installation and staged photography. These figures echo the gritty textures of the garments while connecting to the sensibility of West Coast surf culture. By situating the pieces within this environment, the campaign reinforces the collection’s character through both styling and context.
Alongside the imagery, Stockholm Surfboard Club introduces its first printed issue. Developed in collaboration with Karl Bolander, the fanzine-style publication centers on Knost’s photographs. Each page carries his visual rhythm, with images cropped and arranged according to his personal logic. The publication offers a raw and intimate perspective on the FW25 collection while extending the campaign beyond digital media. It establishes another format for experiencing the collaboration and deepens the dialogue between the brand and Knost.
This project continues an ongoing relationship between Stockholm Surfboard Club and Knost, a creative exchange that has taken shape through multiple efforts. By combining the collection, the campaign, and the printed release, the brand underscores how collaborative projects strengthen its identity and connect its design approach with external voices.
The Fall Winter 2025 collection is now available online and through select retailers. Its release introduces a body of work supported by a campaign rooted in experimentation and a printed publication that frames the clothes through the eye of an artist.
