Surfers represent a diverse culture based on riding the naturally occurring process of ocean waves. Some people practice surfing as a recreational activity while others demonstrate extreme devotion to the sport by making it the central focus of their lives. Within the United States, surfing culture is most dominant in California and Hawaii. Some historical markers of the culture included the woodie, the station wagon used to carry surfers' boards, as well as boardshorts, the long swim suits typically worn while surfing. Today, the modern clothing retailer of Hollister Co. has marketed surfing culture to mainstream America.
The sport of surfing has become so popular that it now represents a multi-billion dollar industry specially in clothing and fashion markets. Some people make a career out of surfing by receiving corporate sponsorships, competing in contests, or marketing and selling surf-related products, such as equipment and clothing. This rise in popularity has also led to the creation of surf schools and camps, where lessons are taught to novice or beginner surfers. Other surfers separate themselves from any and all commercialism associated with surfing. These "soul surfers," as they are often called, practice the sport purely for personal enjoyment and many even find a deeper meaning through involving themselves directly with naturally-occurring wave patterns and subscribe to ecological philosophies, or ecosophies. While often classified as a sport, surfing is also considered a lifestyle and to a lesser extent a religion.[citation needed]
On September 2, 2007 in Brazil, 84 surfers (from Australia, South Africa, Portugal, Britain and the US, to beat the former record of 73 surfers on a wave) caught the same wave. But while 300 turned up in Cornwall and Cape Town, the Brazilian waxheads won. With only 120 people, surfers in Santos, south-east of Sao Paulo, smashed the South African record.