As the sup industry has taken the world by storm it's becoming apparent that lifejackets haven't really found favour with paddlers. It's kind of hard to tell someone on a sunny day who's paddling up and down the shore in a bikini that they should be wearing one - I mean you never see them in the promo material from the main brands so they definately can't be cool! It ends up being the users choice - but many countries have started to introduce rules around thier use, particularly for paddle schools and commercial operators. Personally - I'd never wear one in the surf, or on casual social paddles in sheltered waters... but as soon as i'm on a river or on my own ill grab one for sure.
Other thing is there are lifejackets and there are lifejackets... some of the slalom kayak and kitesurf vests are sweet looking and don't restrict your movement at all so don't think you have to paddle round with a giant orange thing strapped to your chest! Take a look at our photos of the blowfish with the paddlers geared up in adventure gear and tell me they don't look a little bit cool...
If its aesthetics you're after... think adventure sports rather than surf and you'll not only look the part... you'll be safer too.
Some pics of the Blowfish in action
