Set Up To Sell

“Set up to Sell – Surfing as a Lifestyle Product” is a documentary film about the increasing commercialization of surfing and sexism in surf culture. It focus on the nexus of surfing, lifestyle and creativity and what it means to be a female surfer. Best of Ericeira Award – International Surf Film Festival 2018. Official Selections 2018: Sopela Surf Film Festival, International Surf Film Festival, Berlin Travel Festival.

My take

A sharp, unflinching look at how surfing became a commodity and the women fighting to reclaim it. This is the kind of documentary that makes you question everything you thought you knew about a lifestyle brand—eye-opening without being preachy.

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