By  on July 7, 2008

LOS ANGELES — QuiksilverEdition, a premium division of the surf brand’s men’s line, will lose its “Edition” status for spring 2009.

Popular with an older consumer who is less attached to fashion trends that dominate the action sports apparel market, the line will be rebranded simply as Quiksilver, though it will retain a similar orange label design to differentiate it from young men’s apparel. “We feel that we have a powerful heritage with our brand, and wanted a clear connection to it,” said Quiksilver vice-president of sales Kent Stevens. The Edition subline, he explained, tended to cause buyer confusion.

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