Herbie
Fletcher : Artist Profile
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Herbie's
art boards, custom sculpture and photographic
artwork are in the collections of those like
Julian Schnabel, Dennis Hopper, Bruce Webber,
and new world champion Andy Irons and his brother
Bruce. They collect them and ride 'em with
pride!
Legendary
surfer Herbie Fletcher has carved out a uniquely impressive
reputation through the years. Honing skills that would
include surfboard designer! shaper, painter, film, producer,
director, cinematographer, still photographer, big wave
rider, and business
entrepreneur. In the early 70’s with his own surf shop in Dana Point he
reintroduced the longboard surf craze with his signature model that he sold as “The
Thrill is Back” board.
 Communicating with all the young surfers that would stop by the
shop about their design needs he developed a product for the
deck of a board that would enhance
the movement towards more radical short board surfing. Astrodeck was to become
the premiere surfboard traction in the surf industry for the next 1/4 of a century.
To promote this unique new product Herb started documenting
his friends and fellow wave enthusiasts during what was to
become the tube riding revolution of the
80’s. He produced these “home” movies into the magic of the “Wave
Warriors” video series, now considered a classic. This first adventure
into surf/music video style would spearhead the industry movement into video
production as an advertising vehicle.
Continuing
on in the vein of exploration, Herb was the first to start
surfing
big closed out Pipeline on his jet -ski that he’d launch from the front
yard of the house that he co-owned with Gerry Lopez. He begged all the young
surfers to let him tow them into waves that had never been accessible before.
Most thought he was nuts, but a few brave souls gave it a chance back then in
the early eighties. Tow- in surfing is now the sport of
heroic big wave riders.
 Herb pressed ahead with incredible forward thinking design innovations that would
include products to be sold in all the various boarding sports. Recognized by
the industry for his years of contribution he was
given a star on the walk of fame in Huntington Beach.
He continues to receive international exposure for his legendary
cool and stylish nose riding surfing ability and has appeared
in countless surf movies and articles
that span the last 38 years. (www.astrodeck.com)
A master in so many diverse mediums he has recently turned his focus to develop
a
distinct style of designs and logos for surfboards and Tee’s. They are
bright, bold, fresh and energetic. Not rehashed
old surf or generic look alikes, these designs have a mature sense
of style and vision. They are truly provocative. Herbie's
art boards, custom sculpture and photographic artwork are in the collections
of those like Julian Schnabel, Dennis Hopper, Bruce Webber, and new world
champion Andy Irons and his brother Bruce. They collect them and ride 'em with
pride.
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