'Legs spread': Aussie clothing brand blasted for 'sexualised' youth images

A popular surf clothing company has been blasted for featuring “sexually suggestive poses” of young women.

Geelong-based brand Ghanda was called out in June by advocacy group Collective Shout, for their Summer 2026 catalogue - and says it still hasn't received a response.

Mediaweek reached out for comment from the company but hasn't received a response by the time of publication.

Collective Shout's Caitlin Roper posted an update to the group's website:

"Stop sexualising women and girls: Our letter to Ghanda Clothing

"In June, a supporter alerted us to sexualised depictions of young women and girls in a catalogue by Ghanda Clothing – a clothing brand popular with teens.

"The Ghanda Surfco Summer 2026 catalogue depicted young women and girls in sexually suggestive poses e.g. legs spread.

"On 26 June, we wrote to the Ghanda Clothing’s Founder, Josh Rudd, to share our concerns, asking him to commit to not sexualising and objectifying women and girls in the company’s advertising.

“Six weeks on, we have not received a response.”

The post includes specific examples such as the imagery in the below Instagram post, and these photographs:

Photos shared by Collective Shout of Ghanda clothing photos.

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Ghanda Clothing (@ghandaclothing)

The Ghanda company was founded by Rudd in Torquay in 2003, and sells surfwear to customers of all ages.

The promotional material in question was sent to customers who made online purchases from Ghanda's website. It was also posted on its Instagram page, which has over 400,000 followers.

Roper concluded her Collective Shout post with a call for public pressure on the brand and its founder.

“Contact Josh Rudd and ask him to commit to not sexualising and objectifying women and girls in Ghanda Clothing advertising.”

The Daily Telegraph reports that a spokesperson for Ghanda said the catalogue reflects “our surf-and-swim lifestyle that’s central to the brand”, adding that the imagery work was performed by a female-led photo shoot team.

“The posing referenced in the complaint was not directed by the brand but reflected the model’s individual and professional modelling style," they said.

Finally, it was added that “an internal review by a female team found the material was not offensive and Ad Standards Australia had cleared the campaign.”