Quiksilver has appointed Josh Rush as new Australian global creative director to spearhead the surf brand’s future creative direction.

Launching under the guidance of new CEO Pierre Agnes, the brand’s new direction harks back to Quiksilver’s hedonistic and artistic roots, which pay homage to 70s and 80s surf culture.

“Our lifestyle is about finding priorities, getting stoked and keeping the high,” said 30-year-old Rush. “There is an infectious youthful attitude that makes us drawn to the ocean and surfing down mountains, it’s a spirit and approach to life that is fun first. It’s Quiksilver’s job to remind everyone of that spirit.”

Rush began as a surfer for Quiksilver in 1998 for six years, soon after he joined the design team as a graphic artist. In the next decade he lead the global design team across conceptual development and product design. Some of his brand product highlights include the Quiksilver Original Boardshorts, Julien David X Quiksilver Collection and the Explosive Wetsuit worn by Kelly Slater during his 11th time World Championship Win.

As the company’s 50th anniversary approaches, Quiksilver is set to debut the new campaign ‘Stay High.’ Melbourne-based design studio, Urchin, and a handpicked team of leading creatives and artists including notable surfers Dane Reynolds and Craig Anderson have been chosen to work on the campaign.

Speaking on the future creative direction, Quiksilver CEO Pierre Agnes states, “We want to live and document real travel stories and experiences from people within our brand, and in the process connect with local artists, musicians, designers, and grow our creative community. Collaborating, looking for positives and documenting this process allows us to respond and develop a unique visual language that’s raw, honest and undeniably Quiksilver”.

This season, the creative team immersed themselves in Rio de Janeiro and drew inspiration from the unique culture of Brazil – from the brighter colours of São Conrado beach to the darker side of the Rocinha Favelas.