Creatures of Leisure
Creatures of Leisure is an Australian surf accessories brand founded in 1987 by surfer John Malloy in Yallingup, Western Australia. It makes surfboard leashes, board bags, covers and traction pads.
| Founded | 1987 |
|---|---|
| Founder | John Malloy |
| Origin | Yallingup, Western Australia |
| Key innovation | Bearing swivel leash (2003) |
| Website | creatures.com.au |
What is Creatures of Leisure?
Creatures of Leisure is a surf hardware brand from Western Australia. It was founded in 1987 by Australian surfer John Malloy, who had previously run a leash business called Pipelines Legropes from around 1975. The first products were made in Yallingup.
History
The company launched with leashes and board covers and lost money in each of its first five years before establishing itself. It grew by signing leading surfers, many of whom initially joined in exchange for product. In 2003 Malloy invented the bearing swivel for leashes, a feature that became an industry standard.
Products and positioning
- Surfboard leashes
- Board bags and board covers
- Tailpads and traction
Surfers associated with the brand include Mick Fanning, Steph Gilmore, Italo Ferreira, Dave Rastovich, Rob Machado, Taj Burrow and Clay Marzo.
Why it matters
Creatures of Leisure is a specialist hardware brand within the wider surf industry, showing how technical product innovation and athlete endorsement can build a global reputation in a niche accessories category.
Frequently asked questions
Where is Creatures of Leisure from?
Creatures of Leisure is from Yallingup in Western Australia, where its first products were made.
Who founded Creatures of Leisure?
The brand was founded in 1987 by Australian surfer John Malloy.