California Apparel News

Dick Baker, an elder statesman of the surf industry and a former apparel executive, died on April 14 after a two-year battle with prostate cancer. He was 62.

Baker, who was the chairman emeritus of the Surf Industry Manufacturers Association, entered the typically insular surf industry after taking the helm of Ocean Pacific, a heritage surf brand, in 1998. A native of Southern California, Baker rose through the apparel-industry ranks in New York, often calling himself a “New York garmento.” An unlikely member of the surf industry, Baker’s reacute;sumeacute; included executive stints at brands such as Esprit, Tommy Hilfiger and Lacoste. Even after leaving OP when the company’s new owner, Iconix Brand Group, took the brand out of the core surf industry to focus on the mass market, Baker remained an active and key figure in the surf industry, mentoring brands and acting as a spokesperson and cheerleader for the industry.

“Words cannot express our grief or how greatly Dick will be missed,” said Sean Smith, SIMA’s executive director, in a statement. “Dick’s leadership in SIMA was absolutely unparalleled. I speak on behalf of the SIMA family and entire surf industry in saying he was so much more than our leader—he was our mentor, our best friend, a role model, a confidant. As a person, he was generous, positive and a devoted family man. Our hearts, thoughts and prayers are with his family during this difficult time.”

Ilse Metchek, president of the California Fashion Association, said she’d worked with Baker for nearly 30 years. “His personality was that of a true communicator. He included everyone and was always interested in others’ opinions. He loved being exactly in the position he was in,” she said. “You won’t find anyone who has a negative thing to say about him—and that’s extraordinary in this industry and in this world.”

Bob Hurley, founder of the Hurley surf brand, saw firsthand the effect Baker had on the surf industry. “Dick shined a bright light on the fabulous treasure that the surfing lifestyle is. He shepherded over SIMA as we flourished into a sustainable global industry,” Hurley said. “Under his leadership, we all began to fulfill our destiny. We are all eternally thankful for his leadership.”

Dustin Odbert, co-founder of the fledgling Ambsn brand, benefitted from Baker’s mentorship and support. “Dick Baker is a legend. We are very sad to learn of his passing. For my brother and me, Dick has been the most fantastic mentor and friend anyone could have asked for. He has helped us in more ways than I can count. Dick has kept a caring, watchful eye over us as we have grown as businessmen and human beings; we will be forever grateful,” Odbert said.

Bob Mignona, the former publisher of Surfing Magazine and a member of SIMA’s senior advisory board, said Baker occupied a unique position in the surf industry. “Dick became a larger-than-life leader in the surf industry. The self-proclaimed ’outsider’ became the ultimate insider. The ’suit’ was exceptionally skilled at selling the beach to Wall Street,” he said. “Dick mentored nearly every C.E.O. in the industry, while also helping hundreds of others further their careers. He had time and smart advice for everyone. He was a true champion for surf, and to me he was also a dear and personal friend.”

Details of Baker’s memorial services have yet to be announced. He is survived by his wife, Una, and teenage sons, Jack and Ryan. —Erin Barajas