Rage Traction

RAGE is an Australian surf hardware company founded in January 2017 by professional surfers Creed McTaggart, Noa Deane, Beau Foster, Ellis Ericson, and filmmaker Toby Cregan. The brand was established with the mission to create a homegrown, rider-owned company that produces surf accessories and films, allowing the founders to operate on their own terms without corporate constraints.

Initially focusing on surf essentials like grip pads and leg ropes, RAGE has expanded its product line to include a range of surf accessories and apparel. The brand is known for its distinctive, unapologetic designs that resonate with surfers seeking authenticity and individuality.

RAGE is also recognized for its surf films, such as "RAGE 1," which showcase the founders and team members engaging in surf trips without the pressures of traditional schedules or corporate oversight. These films embody the brand's ethos of freedom, creativity, and camaraderie among surfers.

Over time, the RAGE team has grown to include notable surfers like Shaun Manners, Jaleesa Vincent, Jake Vincent, Wade Goodall, Craig Anderson, Kai Hing, Holly Wawn, and Kai McKenzie. This expansion reflects the brand's commitment to fostering a community of like-minded individuals who share a passion for surfing and a desire to challenge industry norms.

In essence, RAGE stands as a testament to the power of independent, surfer-driven initiatives in the surf industry, emphasizing authenticity, creativity, and a departure from conventional corporate approaches.