What made surfwear brands special was that they were designed and controlled by actual surfers. As time progresses though, independent surfwear brands are acquired by other companies, leaving the surfing community discontent with their new heavily commercialized, inauthentic vibe. In 2018, a company called Boardriders bought several of the largest surfwear brands. In 2023, Authentic Brands Group buys out Boardriders for 1.25 billion dollars. The singular NYC based company now controls iconic brands such as Roxy, Quiksilver, Billabong, RVCA, among others.

Surfing is made an Olympic sport, starting in Tokyo in 2021.

Surfing and beach culture in general prove to still be popular subjects for movies and television shows in the early 2000's and 2010's, this time targeting teenage girls. Its influence can be seen across the globe, from television shows like Australian "H2O: Just Add Water" (pictured) to American movies like "Blue Crush" and "Aquamarine".

In 2011, "Soul Surfer", a film based on Bethany Hamilton's real life experience with a shark bite while surfing in Hawaii, is released. The film and Hamilton become worldwide phenomenons and surfing is once again in the spotlight.