Introduction

In the annals of surfing history, few names resonate as profoundly as Mr. Zog’s Sex Wax. This iconic brand, with its provocative name and unparalleled product quality, has become synonymous with surf culture. But behind the catchy moniker lies the story of Frederick Charles Herzog III, affectionately known as Mr. Zog—a visionary whose passion and ingenuity left an indelible mark on the surfing world.

Early Life and Upbringing

Born in 1945, Frederick Charles Herzog III hailed from Tustin, California, a town situated approximately ten miles northeast of Newport Beach and forty miles southeast of Los Angeles. Growing up in this region during the 1950s and 60s, young Frederick was immersed in the burgeoning surf culture that was sweeping Southern California. His proximity to renowned beaches like Newport and Huntington ignited his passion for surfing at an early age.

During his teenage years, Frederick attended Tustin Union High School. It was around this time that he purchased his first surfboard—a Dale Velzy and Hap Jacobs balsawood model—for $90, a significant sum in those days. With this board, he began frequenting popular surf spots such as Salt Creek Beach in Dana Point, Doheny State Beach, and Trestles. His enthusiasm for the sport was evident, and he quickly became a familiar face among the local surfing community.

Academic Pursuits and Early Ventures

After completing high school, Frederick pursued higher education at the University of California, Santa Barbara, where he earned a degree in Economics in 1969. Armed with academic knowledge and a deep-seated love for surfing, he ventured into the business side of the sport. He established a surf shop in Goleta, near the Santa Barbara Airport, where he not only sold surfing gear but also crafted his own line of surfboards under the brands Zog Surfboards and Wave Delineation.

The Birth of Sex Wax

It was during his time in Goleta that Frederick crossed paths with Nate Skinner, a trained chemist and future professor at the University of California, Davis. The two formed a friendship rooted in their shared interests. Recognizing a gap in the market for high-quality surfboard wax, they embarked on a collaborative journey to develop a superior product.

Over several months, Nate worked diligently in his lab, formulating various wax prototypes. Frederick would then test these formulations under actual surfing conditions, providing feedback for further refinement. After a year of meticulous experimentation, they finalized a formula that met their high standards. In 1972, armed with their perfected product, they were ready to introduce it to the market.

A Name That Turned Heads

Choosing a name for their new surf wax was a pivotal decision. Frederick sought the expertise of his artist friend, Hank Pitcher, to design the product’s logo. The name “Sex Wax” was selected for its attention-grabbing and absurd nature, serving as a playful spoof on Madison Avenue’s overt attempts to use sex to sell products. This bold choice not only captured attention but also cemented the brand’s place in the counterculture movement of the time.

Building the Brand

With their product and branding in place, Frederick loaded up his Ford pickup truck with the first batch of Sex Wax and embarked on a sales journey from Santa Cruz to San Diego. Initially, many retailers were hesitant to stock a product with such a provocative name and no established track record. However, a few adventurous shop owners decided to take a chance. Word of mouth among the surfing community spread rapidly, and soon, demand for Sex Wax surged.

As sales increased, Frederick expanded operations, moving the factory to a larger facility in Goleta in 1975. Despite the increased space, production demands quickly outpaced capacity, leading Frederick to transport unwrapped wax bars to his home for packaging. The growing popularity of Sex Wax T-shirts added to the logistical challenges, with boxes of merchandise filling his house—a situation his wife tolerated with understanding.

Global Expansion and Cultural Impact

The distinctive name and high-quality product led to a surge in demand, not only in California but also across the United States and internationally. Surfers from the East Coast, Gulf States, Hawaii, and even Japan were eager to get their hands on Sex Wax. Within a few short years, the brand had achieved a global presence, becoming a staple in surf shops worldwide.

The brand’s provocative name and logo also made it a cultural phenomenon. Promotional materials like bumper stickers and T-shirts became highly sought after, even among individuals who had never set foot on a surfboard. Slogans such as “The best for your stick” played on double entendres, further embedding the brand into the counterculture fabric of the era.

Life in California and Personal Pursuits

Throughout this period, Frederick remained deeply connected to the California surf scene. He continued to surf regularly, often seen riding the waves at his favorite spots along the coast. His passion for the sport was not just a professional endeavor but a personal one, reflecting his lifelong dedication to surfing.

In his downtime, Frederick enjoyed shaping surfboards, a craft he had honed since his early days in the industry. He also took pleasure in engaging with the local surfing community, attending events, and supporting up-and-coming surfers. His home, though often cluttered with product inventory, was a gathering place for friends and fellow surfers, reflecting his hospitable and community-oriented nature.

Family and Personal Life

While specific details about Frederick’s family life are scarce, it’s evident that his wife played a supportive role during the company’s early years, tolerating the intrusion of business operations into their home. This support was instrumental in allowing Frederick to focus on growing the brand and meeting the increasing demand for their products.

Legacy and Controversies

The suggestive name “Sex Wax” occasionally sparked backlash from more conservative communities. Some surf shops initially hesitated to stock the product due to its provocative branding. Schools even banned the now-iconic Sex Wax T-shirts, concerned about their perceived influence on students. Despite these challenges, Mr. Zog maintained that the name was meant as a humorous marketing ploy and had no overtly inappropriate connotations. His lighthearted approach endeared the brand to rebellious youth and cemented its status as a countercultural icon.

Intellectual property disputes also arose as knock-off products attempted to capitalize on the Sex Wax brand’s popularity. However, Frederick Herzog III successfully defended his company’s name and identity, ensuring that the product remained synonymous with high-quality surf wax.

Partnerships and Collaborations

Mr. Zog’s Sex Wax developed partnerships with surf competitions, pro surfers, and lifestyle brands over the years. While Frederick was selective about collaborations, he supported grassroots surf culture by sponsoring local events and emerging athletes. The company maintained a strong presence at trade shows and surf festivals, fostering connections within the industry and reinforcing the brand’s authenticity.

Beyond the surfing world, the brand’s cultural appeal led to partnerships in fashion and media. Celebrities were often spotted wearing Sex Wax merchandise, further boosting its popularity.

Later Life and Reflections

As the brand continued to thrive, Frederick gradually stepped back from day-to-day operations. However, he remained involved in product development and brand strategy, ensuring that Sex Wax stayed true to its roots. His dedication to quality and authenticity never wavered.

In his later years, Frederick embraced a quieter lifestyle, though he remained a respected figure in the surf community. He frequently attended industry events and was always happy to share stories from the early days of Sex Wax.

Hobbies and Passions

When not focused on business, Frederick enjoyed crafting custom surfboards, a passion that had been with him since his youth. He was known for his meticulous attention to detail and innovative designs. Gardening and woodworking also became cherished pastimes, offering him a creative outlet away from the bustling world of surf culture.

Frederick had a deep love for California’s natural beauty, often taking road trips along the coast with his family. He found solace in the ocean, whether surfing, fishing, or simply watching the waves roll in.

Family Life

Frederick’s family remained a cornerstone of his life. His wife, who had stood by him during the chaotic early days of the business, continued to be his steadfast partner. Together, they raised their children with a love for the outdoors and a respect for hard work. While specific details about his children are limited, it is known that they shared his passion for surfing and environmental conservation.

Enduring Impact and Cultural Legacy

Today, Mr. Zog’s Sex Wax remains a staple in the surfing community and beyond. The brand’s longevity is a testament to Frederick Herzog III’s vision, creativity, and unwavering commitment to quality. Its provocative name, playful marketing, and exceptional product have made it a cultural phenomenon that continues to resonate with new generations.

Frederick’s story is one of innovation, resilience, and passion—a true embodiment of the spirit of surfing. His journey from a young surfer in Tustin to the creator of one of the most iconic brands in surf history serves as an inspiration to entrepreneurs and dreamers alike.

Conclusion

Mr. Zog’s legacy is more than just wax; it is a symbol of freedom, creativity, and the enduring connection between people and the ocean. His life and work have left an indelible mark on surf culture, ensuring that his name will forever be associated with the waves that inspired his journey.