That's because they are completely out of touch with what the kids want today.
Most are companies run by old men who are too stubborn and have conformed big time to appease the masses.
More popular when surfing was seen as a counter culture
I blame, diveristy/multiculturism/globalism/gender equality/virtue signalling/the modern labour party.....and the high mark up on simplicity. Peoples habits have changed in community consumerism with the change of demographics & people are not interested in paying $40 for a surf t-shirt when they can get a nice jumper from kmart for $17. I've never understood how we as consumers are expected to pay so much to advertise anothers business. I do have a lot of surf t-shirts from 3 sisters, missus & olds. But I havn't bought many unless they are on special for $10 - $20. I've always preferred to pay $20 - $25 for a band t-shirt. Not that I've bought many of those either...but hey, I'd survive just fine with a quiver of 7 t-shirts 
I could not care less about branding, provide a quality product at a fair price & if I need it I might buy it...
Yeh and need essentials wetsuits online. Why go to surf shop and pay 500 bucks for a rip curl doesn't make sense.
You can buy a $10 k mart tee
They don't last as long as a $40 surf shop tee, but you can buy four of them without having to suffer through the obnoxious surf shop employee.
Board Shorts are a different story
Yet to find a pair of k mart boardies as good as those hurley phantom 60. But, for some reason for the last couple seasons, you can't get them in solid black. They are all these gay stripes and faggy colours.
Why can't you buy plain black boardies anymore...?
Also kids don't want to be seen wearing the same brands as in their words, lame parents.
At Kmart a pair of pretty decent quality mambo trackies is 20 bucks, a pair of any surf brand of near same quality is 75-100 and the real good surf trackies are $100 plus, I can't justify it.
big brands became big brands generally because of quality , rusty surfboards is a prime example for quite a few years they had the market in boards for both quality and design. Rusty still makes really really good boards but $50 for a T-shirt is still a bit rich.
I still buy flannelettes for $7.50 and feel like it's buy of the year.
Which brings me to the next question, how much is a mass produced board really worth......... You can walk into city beach surf and buy a new stick for 400 so how much is a board made in Thailand really worth??????? $1000 off the rack........
handing $1000 to a shaper will get you one of the nicest boards you could ever own, but for a punched out foreign made and never seen by the shaper who's name is on it.....
Razor makes a good point about boards
i bought two plain black ts in a rip curl discount store for ten bucks a couple of days ago
its hard to spend hard earned cash on expensive items these days
I used to buy $30 Quicksilver or Billabong thongs - get maybe 3/4 summer out of them before they'd pop a plug or wear through.
End of last season I bought a $3 pair from K-Mart and they were good - but split at the front plug. I've now upgraded to the $4.50 pair!! 
I also have now gone to plain tees for around $15 - $25 and will no longer pay $45 for branded shirts...
Select to expand quoteGPA said..
I used to buy $30 Quicksilver or Billabong thongs - get maybe 3/4 summer out of them before they'd pop a plug or wear through.
End of last season I bought a $3 pair from K-Mart and they were good - but split at the front plug. I've now upgraded to the $4.50 pair!!
I also have now gone to plain tees for around $15 - $25 and will no longer pay $45 for branded shirts...
Kmart is a great place t-shirts, hoodies are good as well.
