#BoycottRipcurl is ripping its way through social media after the surf and snowwear icon featured a trans activist instead of a biological female.

The company did two things to annoy potential customers. First, it discontinued its relationship with Bethany Hamilton, surfing legend and shark attack survivor. Then, in a (now deleted) social media post, it chose to feature trans-identifying, Ryan Egan (aka Sasha Jane Lowerson).

News of Rip Curl (whose parent company is Kathmandu) choosing Egan to promote women’s surfing in the absence of Hamilton, broke on January 26. The online public mood soon shifted from tepid concern to justifiable indignation.

Going viral, Rip Curl’s toe-dip into the waters of DEI (Diversity, Equity, and Inclusion) has been described as both an embarrassment and a public relations nightmare.

Since then, all mention of the campaign appears to have been removed by the company.

R.I.P Gurl has silently dropped all mention of the trans-surfer ambassador for women’s surfing. ?‍♂️ Will #BoycottRipCurl let the ESG obsessed company of the hook, or is it too late?

— Rukshan Fernando (@therealrukshan) January 28, 2024

Egan/Lowerson is a competitive surfer who has been competing for some time in both women’s and men’s events.

Egan won Australia’s West Coast Suspensions Longboard & Logger State Championships as a biological male in 2019.

Egan also won the women’s event at the same competition in 2022, after competing as a female.

Apparently frustrated by Rip Curl choosing a man to promote women’s surfing, Riley Gaines – an outspoken voice in the fight to protect women’s sports – protested:

You mean to tell me @ripcurl dropped Bethany Hamilton for opposing men surfing in the women's league then picked up male surfer who surfs in the women's league as a women's ambassador?

Crazzzzyyy ??? pic.twitter.com/GMvM5qfP0q

— Riley Gaines (@Riley_Gaines_) January 25, 2024

Becoming the inadvertent tip of the backlash – which has been sustained for over a week – Gaines noted the backflip, writing:

‘Rip Curl suddenly knows what a woman is.’

Those in support of the Rip Curl boycott included Katherine Deves, Binary Director Kirralie Smith, Women’s Forum Australia, The Spectator Australia’s Rowan Dean, and women’s pro-skateboarder, Taylor Silverman.

Silverman has first-hand experience in facing the consequences of biological male competitors being allowed to compete against biological women.

The pro-skater has landed 2nd place in three competitions, losing to biological males in women’s events.

In May 2022, after speaking out, the New York Post reported that Silverman was maligned as ‘transphobic’ and being a ‘sore-loser’ for her position on the subject.

Rip Curl breaking with Bethany Hamilton almost lands on the 1-year anniversary of her WSL protest.

Hamilton took the World Surf League to task in February 2023 for its DEI adoption. She was met with a furious backlash from online activists.

These tantrums were in spite of Hamilton’s more than gracious approach, and reasoned arguments.

Beach Grit is right to ponder:

‘How much is Kathmandu willing to lose to push the trans agenda?’

To be inclusive of the minority, Rip Curl has to exclude the majority.

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