Quiksilver wanted to print, The Mountain and the Wave, The Quiksilver Story, a retrospective on the company and its founders, Bob McKnight and Alan Green.
In the beginning, it was a passion for surfing that lead to the board sports lifestyle that is Quiksilver. There was no premeditated business plan for building an apparel company. It just began by hanging out at the beach, selling some board shorts, meeting surf shop retailers and getting to know them. At that time, surf shops sold boards, wax and possibly t-shirts, so providing cool board shorts was a novel idea.
By the time sales had grown to something measurable, the founders learned about the power of marketing from the ground up; making ads, getting great pictures of surfers in Quiksilver apparel and using action shots instead of product. So, fast forward to the present, the culture and industry that Quiksilver helped create now influence all facets of life: fashion, sport, music, cinema, television, food, language, art, design, and style.
So, in keeping with Quiksilver’s style and brand, the book graphics were well designed when ICLA was enlisted to produce the Mountain and the Wave. However, since the Mountain and the Wave was intended to be a once-in-a-lifetime history of Quiksilver, ICLA proposed that Quiksilver also create a deluxe limited edition at the same time as the regular edition they initially envisioned. The client enthusiastically embraced that idea and spent many hours with ICLA reviewing limited edition turned edge box styles, case binding options, books of printing and translucent endpapers, fabrics, polyurethane and bonded leathers, end papers, headbands, ribbons and foil stamping, to complete the design of their collection.
The regular edition is a 320-page case bound book printed 4 color process throughout and bound with a printed laminated cover and a printed laminated dust jacket. The regular edition includes The Mountain and the Wave DVD, that offers a trip through the brand’s presentation of its core sports over almost 30 years, affixed to the inside front cover.
The deluxe limited edition is the same 320-page text bound with a limited edition signature page, signed by Bob McKnight, Jeff Hakman, Alan Green and Kelly Slater, and bound in a red rough weave linen with a debossed tip-on on the front and matte silver foil on the spine.
The deluxe limited edition book is presented in a turned clam shell box wrapped in a rough black linen fabric and decorated with a large deboss of the Quiksilver logo on the front and red foil stamping on the spine. The Mountain and the Wave DVD is presented under a translucent fly sheet on the inside front cover of the clamshell.
When completed, The Mountain and the Wave was a huge success, with the deluxe limited edition books selling out within three weeks.