Chatting with Lucia: The creative force behind Ninefoot Studio’s ethical surfwear
When it comes to riding the waves, every female surfer knows the frustration of ill-fitting swimwear that simply doesn’t stay in place after a bigger set. I mean, let’s be real – some of the popular surf suit brands even fall off on baby waves! That’s where Ninefoot Studio Surfwear steps in, offering a revolutionary line of surf activewear specifically designed to meet the needs of passionate female wave riders. As they so eloquently put it, Ninefoot is designed with waves in mind. With a focus on functionality, quality, and ethical production, Ninefoot Studio Surf Wear has quickly become a go-to brand for female surfers in Bali, where their production and design are based, as well as in surf spots around the globe.
At the heart of Ninefoot Studio Surfwear is Lucia Roman, a former professional designer who honed her skills while working for big corporations for over a decade. Throughout her travels, overseeing the manufacturing practices for mass production in Asia, Lucia witnessed practices that didn’t align with her values. Inspired to make a change, she combined her technical design expertise with her love for surfing to establish her own surfwear brand – Ninefoot Studio was born.
Crafting each piece of surfwear at Ninefoot Studio is a meticulous process that takes more than six months of trial and error, with Lucia trying and testing her designs to confirm they meet her high-quality and functionality standards. Lucia’s background in footwear design brings a unique perspective to the creation of surfwear, more as a technical product, resulting in well-designed pieces that stay in place even during the most intense surf sessions. As a designer and surfer, she truly thinks of everything. Ninefoot creates stylish and classic surfwear, but the attention to detail in the form of extra straps for a secure fit or carefully placed seams to effortlessly hug the body goes completely unmatched. In a sport dominated by men, we feel Ninefoot is revolutionizing what it means to be a woman in the lineup.
But it doesn’t stop there – Lucia’s commitment to sustainability shines through in every aspect of her brand. Materials are a fundamental aspect of Ninefoot Studio’s style and philosophy. Ninefoot only uses recycled and earth-friendly fabrics, creating top-notch, long-lasting, timeless products. The brand proudly utilizes Econyl, a high-quality Italian recycled lycra. Econyl is regenerated nylon that transforms nylon waste such as fishing nets, old carpets, and industrial waste into a durable and versatile premium material with a luxurious and functional feel. Not only does Econyl possess the same qualities as brand-new nylon, but it can also be recycled, recreated, and remolded repeatedly, minimizing environmental impact.
It’s not just about sustainability – Econyl has proven its quality in real-life conditions. With four times the resistance to chlorine, sun tan creams, and other sunblock oils, it’s a material that endures the tests of life. Additionally, it offers UV 50+ sun protection, ensuring optimal skin safety while out in the water. The premium texture and feel of Econyl further elevate the experience of wearing Ninefoot surfwear, it’s luxurious yet functional.
Beyond sustainable materials, ethical production is a core value at Ninefoot Studio. The brand manufactures its surfwear in small factories operated by local families, ensuring fair working conditions and supporting local communities. Lucia visits the factory on a weekly basis, creating a close relationship with them. With quality control as a top priority, the brand strives to reduce its carbon footprint by producing its surfwear in the same place it’s designed. This cuts out the need to send samples back and forth during the production and design process, reducing carbon emissions drastically.
Ninefoot Studio Surfwear stands as a beacon of empowerment for female surfers worldwide. With its functional and well-designed activewear, environmentally conscious materials, and commitment to ethical production, this brand exemplifies the fusion of style, performance, and sustainability. So, for female surfers seeking surfwear that stays put and embodies their values, Ninefoot Surfwear is a top-tier pick.
When and where did you first come up with the idea to create Ninefoot Studio? Could you tell us the story?
Lucia: I moved from Spain to the US to work as a designer and started surfing there. I was relocated and moved to Huntington Beach, the surf capital of the US. After living in the US, I decided to have a break and try the digital nomad lifestyle. It was around 2015, and the movement was just starting. There were already a few coworking spaces around Asia. I packed up all my things in LA, put them in one storage, and packed one backpack, my computer, and bought a one-way ticket to Bali, with the idea of going to Lombok. I came to Bali, found a good freelance job, and started surfing on a daily basis. From there, I started to try a lot of swimsuits and I understood that there was a gap in the market for surf activewear. At some point, I felt that I needed to move forward from fashion, as I didn’t feel that it aligned with my new lifestyle. I was barefoot most of the time and living the simplest lifestyle, more aligned with what I had around. So, I decided to make a big move and start the brand without really knowing what launching a brand entailed. I created a full collection, learned a lot of new things, created the website, bought a waterproof case for my camera, used all my surf friends as models, and from there, I started to build what is now Ninefoot. From the beginning, I’ve been focused on creating more of a community than a brand, where we support each other and surf as much as we can.
How has your personal connection to surfing influenced the vision and values of your surfwear brand?
As I mentioned, living here in Bali made me realize a lot of things. Surfing is also an equally beautiful, tough, and challenging sport that gives you a profound connection and humble view of the ocean. It’s been my way to balance things in my life and see things from a different perspective. Launching a brand has been one of the most challenging things I’ve ever done, and surfing has been my way to balance my mind. You go into the water, and you feel so good after. There aren’t many things that can beat that post-surf sensation; you feel like you’re floating. It’s addictive in a way.
Can you share any memorable surfing adventures or trips that have directly influenced your brand’s designs or product offerings?
I’m really lucky to have an amazing group of friends who are like family. They’ve been there for me, and they’re always ready for anything. So, I could mention one specifically – my friend @jess_and_the_ocean created a really cool video with the most amazing song, and in that video, you can see us just being goofy and having the most amazing time.
Do you have any favorite surf spots that you draw inspiration from? How does the essence of those locations translate into your surfwear designs?
As I’m based here in Indonesia, one of the curiosities of the brand is that I use the names of the peaks to name the pieces. At some point, I ran out of names in Bali and started to use the names of Lombok and Sumbawa. I try to match the personality of the design with the personality of the wave. For example, if I call a piece Uluwatu, it will have a certain vibe.
How do you capture the essence of the surfing lifestyle in your brand’s messaging and marketing efforts?
I didn’t have any background in marketing, so I had to learn along the way. And I didn’t have a big budget; I launched Ninefoot with my own savings, without any external investment. Therefore, I didn’t have the resources to hire any marketing specialists or teams. I’ve focused all my efforts on doing what I do best-developing samples and designing. The product has always been my strongest part, and the surf community is really niche and tight, so word of mouth has been my organic marketing.
Are there any specific surfboard shapers, artists, or designers who have collaborated with your brand? How have their unique perspectives influenced your products?
Bali is a melting pot for artists, and it’s amazing how many creative souls you can meet in the water. One of my latest collaborations, which will be released soon, is with an amazing longboard illustrator. She is also based in Bali, and you can find her on Instagram @kookumbra. We are creating a beautiful T-shirt together. I also have amazing friends like @cosmicwasabi, who also sells part of his illustrations in the shop. @loca_lo is another girl I started doing collaborations with; we surf together in Batu Bolong, and she also has an amazing hand in drawing. I also have really good friends like @soogisea, with his husband they make these super cool boards, and I’m starting to collaborate with them. As I mentioned, here everyone knows everyone.
How do you balance honoring the traditional aspects of surfing while embracing innovation and modern trends within your surfwear brand?
Ninefoot Studio’s aesthetic is modern and minimal. I like timeless designs, and that’s been the DNA of the brand. Less is more, using the best materials, with flattering and elegant lines. I don’t use vintage design inspiration or prints; I focus on creating trendless pieces, avoiding what mass-market brands do. The reality is that producing here in Indonesia, I have to adapt to the culture and rhythm, and everything takes time, so I can’t really follow fast trends. I create the styles inspired by the people I surf with, I listen to the feedback of my customers, and I follow my own intuition. And I think it’s so beautiful because you never really know how the final collection is going to be.