It sounds counterintuitive, but surf gear company FCS has hit the brakes on U.S. sales.

If you visit the American website of FCS at surffcs.com, these days you’ll find a pop-up banner with a very straightforward message:

“We’re taking a short break from sales in the USA while we carefully review the impact of the new import tariffs.”

“We truly appreciate your patience and support during this time. Enter your email below to be notified when we are back trading.”

The move comes after the Trump administration slapped new tariffs on imported goods that feed FCS’s supply chain.

It’s happening in May 2025 and affects all companies dependent on foreign imports, especially those produced in China, as 125 percent of tariffs are in effect for nearly all products.

So, with costs jumping overnight, the surf brand chose to pause both its wholesale orders and its online shop, though it will still send fin plugs to board builders.

The numbers aren’t trivial.

Tariffs on key materials and finished parts have driven up import costs so much that FCS says it can’t keep prices fair or stock levels healthy.

Absorbing the extra fees would eat into the quality and value surfers expect. So, the company is holding off until the dust settles.

Working on Backup Plans

Dealers across America got an emailed Q&A explaining the pause:

Why the pause? New import duties pushed costs too high for both wholesale and direct-to-consumer sales.

How bad is the impact? The tariffs hit raw materials and finished fins alike. Without a fix, the business can’t stay sustainable.

What’s next? FCS is eyeing supply-chain tweaks, new factory partners, supplier talks – and yes, even price bumps if needed.

Where else do they make gear? FCS already produces in Switzerland, Australia, New Zealand, and various other places in Asia.

Is this global? Nope – only U.S. sales are on pause. Everything else runs as usual.

Behind the scenes, FCS is working on backup plans.

They’re hunting down new manufacturing partners and weighing a reshuffle of where boards and fins get built.

Negotiations with suppliers are in full swing, and executives haven’t ruled out a small price increase to keep things rolling.

When they find a stable path, U.S. orders will flip back on.

Globally, FCS calls itself “strong and stable.” It expects most of its surf-bound business to carry on undisturbed.

The world’s leading surfboard fin company is confident that once it’s navigated this tariff wave, American surfers will be able to grab their fins again without wiping out their wallets.

But FCS is only the tip of the iceberg.

The surf industry is likely to be affected by the new reality, as most of the products are outsourced from China and other foreign markets.

Words by Luís MP | Founder of SurferToday.com