History of West

I first became involved with West in 1984, during my second year on the World Tour. Pat Leahy introduced me to what he and Roger Liley were building—a wetsuit brand grounded in quality, craftsmanship, and a genuine love for surfing.

At that time, a defining decision was made.

I stepped away from a major sponsorship with Rip Curl, simply because the wetsuits were better.

What began as a belief soon became trust and commitment.

As a result, I was fortunate enough to become a shareholder and WEST’s first global ambassador.

In the years that followed, the evolution of West was reflected in our focus on remote, unspoken line-ups and anonymous, adventurous surfers who embraced the road less travelled in search of secret waves and locations.

It was camping in Land Cruisers at the end of desert tracks, solo sessions off the radar, and jet skis towing uncharted bombies.

We built an engagement with committed, like-minded surfers around the world and earned our place in line-ups through respect and ambitious performance, not corporate marketing.

WEST became known for its integrity—trusted by those who valued credibility above all.

During the 1990s, as local production costs increased, WEST transitioned manufacturing to Asia, partnering with high-quality producers while continuing to innovate.

Under the direction of elite local surfer Paul Manners, the brand evolved further. His leadership strengthened both design and performance, while maintaining the integrity and credibility WEST was known for—particularly through its enduring Japanese partnership.

Although WEST went dormant in 2012, its legacy never disappeared.

Pat engaged with another brand, and Paul got into real estate, but the passion for West endured!

Today, the re-emergence of WEST as a family business carries a different kind of significance.

My sons, Samson and Dr Frankie, are now part of this next chapter.

They represent a new generation, yet with the same values—respect for the ocean and local line-up, appreciation of the anonymous, embracing the unspoken session, and a commitment to quality.

Samson is our General Manager and now drives the direction of WEST from line-ups somewhere near our home base in Margaret River.

He’s personally testing new designs with the help of his local, hard-wearing cohort in some of the world’s most demanding conditions, collecting constant intel to continuously improve and develop better wetsuits for you.

We invite you to be part of the journey— come and share your adventures with us!

Mitch Thorson