After a short hiatus, Bleach group have announced the relaunch of iconic game-changer Insight and Australian denim label Ksubi following financial backing from Los Angeles-based private investment firm Breakwater Investment Management, LLC.
When Bleach went into receivership back in late 2013, the future of Insight looked grim. The brand that almost single handedly led the hipster surfer charge, while at the same time giving us the artistic masterpieces that were the Dopamine campaigns and hosting an impressive team of surfers and skaters (not to forget their role in the return of the above-knee boardshort) looked as though it was shutting up shop after a short yet important reign.
Bleach are trying things a bit different this time by relocating their head office to Venice, CA. “These iconic and highly sought-after brands continue to have tremendous potential, especially in the youth markets of North America,” said Greg Morena, Chief Restructuring Officer at Bleach. “We have made great progress in assembling an experienced management team to expand the reach of these brands globally. We are focusing on North America and Europe as core markets to strengthen these labels, while Australia continues to remain the labels’ vibrant founding location. We look forward to realizing the immense global potential of these important brands.”
The relaunch begs a lot of questions. Has the Insight era passed? Will they manage to hold the same influence they once did? Where is Warren Smith? Can boardshorts get any shorter?… Only time will tell. Welcome back.