The Critical Slide Society

The Critical Slide Society was founded in 2009 in a sleepy seaside village on the Central Coast of NSW Australia. Launched by a couple of surfers and artists, Jim Mitchell and Sam Coombes, the founders had the vision of an authentic, creative label as a platform that celebrates an emerging alternative movement within surf culture: one that’s less about the winner’s podium and more about the simple joy of a deeply engaged surfing life.

We worked alongside the ‘Critical Slide’ team to design and produce three menswear collections throughout 2021, their latest seasonal drop ‘Down To Earth’ being the first of these to release (shown throughout). As well as handling the campaign imagery, styling and art direction for the season. We hope you love the collection as much as we do. See you on the other slide!