Quiksilver founder Alan “Greeny” Green dies aged 77

ALAN “Greeny” Green, the visionary co-founder of Quiksilver who transformed surfing culture with his innovative apparel designs, died on Tuesday at his Torquay home after a battle with cancer. He was 77.

Green, who launched Quiksilver in a rented beachside holiday house in 1969, leaves behind a legacy that began with a pair of boardshorts and grew into one of the most iconic names in surf culture.

His journey began in the mid-1960s when he left his job as a bookkeeper to pursue his passion for surfing. After a stint working with Rip Curl, where he honed his skills crafting wetsuits, Green struck out on his own. He launched Quiksilver from a small shop in Torquay in 1969, soon partnering with fellow surfer John Law to expand the business.

At a time when surf trunks were bulky and prone to causing rashes, Green introduced innovations that changed the game. As detailed in Phil Jarratt’s The Mountain and the Wave, Green drew on his experience working with wetsuit materials to design boardshorts with a yoked waistband, scalloped legs for freedom of movement, and Velcro flies with metal snaps — features that revolutionised surfwear.

The name “Quiksilver,” according to Jarratt, was inspired by Green’s girlfriend (and later wife), Barbara, who came across the term while reading and felt it reflected Green’s personality — quick-witted, imaginative, and ever-changing. The couple’s shared love for the San Francisco psychedelic band Quicksilver Messenger Service further cemented the name’s connection to the brand.

At its peak, Quiksilver generated over $2 billion in annual revenue, operated in more than 90 countries, and employed thousands of people.

Tributes have poured in for the man credited with shaping modern surfwear and inspiring generations.

Surfing champion Kelly Slater, who joined Quiksilver at 18 and remained with the company for 24 years, said, “Love you, Greeny. You were one of a kind and a great friend and mentor for so many. I’ll miss you forever.”

Rod Brooks, chairman of Surf World Gold Coast, described Green as “a true legend” and a trailblazer who transformed surf fashion. “It was a life well lived and one that will be remembered, along with the legend of the Quiksilver brand and the thousands of jobs he created both here and around the world over his incredible journey,” Brooks said.

Beyond business, Green was known for his adventurous spirit and wide-ranging passions. Brooks noted that Green loved horse racing, partnering in three Melbourne Cup-winning horses, and indulged in heli-skiing trips to Canada and New Zealand. He also owned a 100-foot boat for 18 years, which he used for surf trips in Indonesia.

“With all that going on, most of all, he loved his family: his wife Barb, and his kids Fletcher, Holly, and Roxy,” Brooks said.

Green’s bold innovations turned Quiksilver into a cultural phenomenon, revolutionising surfwear and inspiring countless imitators. However, the brand faced challenges in later years, including mounting debt and shifting market trends. Its U.S. operations filed for bankruptcy in 2015, though its European and Asia-Pacific businesses remained unaffected.

Today, Quiksilver is part of Boardriders Inc., which also owns Billabong, Roxy, and other major surf brands. Boardriders itself was acquired by Authentic Brands Group in 2023 for $1.25 billion, reflecting the consolidation of the surf industry.

Despite these challenges, Green’s influence endures. “Greeny’s impact is immeasurable,” Brooks said.

“He didn’t just create a brand; he created an industry, supporting thousands of jobs and inspiring a lifestyle that transcends generations. His life was a wave well ridden.”