Errr, ladies, remember that phrase "never turn your back on the ocean"? Photo: I Magazine

I-Magazine Bali

How many times have you choked into your coffee when coming across one of the many ridiculous fashion campaigns, trying to glean an ounce of "cool" from surfing?

Surfing has always had that rad, anti-establishment look that fashion brands hanker to recreate - often with disastrous consequences.

Here are just a few things the fashion industry does not understand about the humble sport of surfing...