880 Park Avenue in Laguna Beach California, an unassuming 1 bedroom, 1 bath beach cottage that served as a launch pad for Gotcha.
The Tri Band was the first Gotcha board short. It was made in South Africa from poly cotton in stock colors. The first ad with the brand's first logo. The logo didn't last even 12 months before a new one was introduced.
The brand's first real logo, designed by Shawn Stussy, became instantly iconic. It was also the year the brand struck gold with its first major product: the madras bermuda.
Gotcha's first major ad campaign brought professional photography and art direction into the surf space. It was also the year the brand introduced the Utility boardshort, a technical board short that sold on a platform of design features such as the shaped waistband, red closure snaps, triple seamed stitching at stress points, and in its second iteration, the first stretch fabric.
The company introduced its first printed boardshorts called Kowabunga, which were retro inspired prints with marks drawn from the Leave it to Beaver era TV show. The ads were illustrated to look as though they came from the same fifties style.
Gotcha introduces the Fishman logo, which quickly becomes an iconic mark in surf culture.
The Gotcha Pro debuts at Sandy Beach on the South Shore of Oahu. It's the first pro event with top professionals to be held on the South Shore.
Gotcha launches Rhythm Division, an ethnic/reggae story within Gotcha's main sportswear line. The Rhythm Division program is hugely successful.
Martin Potter, Gotcha's top team rider wins the world title. Gotcha launches MCD (The More Core Division), a sub brand of Gotcha. MCD was the absolute antithesis of Gotcha: where Gotcha was bright, MCD was dark; where Gotcha sold department stores, MCD was strictly surf shops. Whereas Gotcha was designed for popularity, MCD was designed for exclusivity.
Gotcha launches its snowboard line. Surfers the Movie, a 90 minute film financed by Gotcha and shown in regular theaters, premieres in Laguna Beach, California.
Derek Ho becomes the second Gotcha team rider to win the World Title.
The Blue Cool catalog is produced, drawing its inspiration from Blue Note records and jazz album covers of the sixties and seventies. The catalog receives numerous design awards.
Gotcha sponsors the Lacanau Pro, a pro tour event in France.
Gotcha brings pro surfing to Tahiti, hosting an event at Teahopuu, a death defying reef on the main island of Tahiti. The surf world is shocked by images of huge waves exploding on a shallow reef, and the event quickly becomes one of the premier venues on the world tour. In the second year, the waves are so powerful, the scaffolding supporting the judges and event officials is swept away overnight, creating a dilemma over how the judges would be able to see the competitors in the surf.
The Gotcha Pro moves venue for the 3rd time; this time to Huntington Beach in California.