When surfers are in need of wax, new fins or other gear, they’re not heading to the local mall.
Surf shops have long served as places of community and a resource for stocking up on the most innovative new product or technical gear to get athletes back in the water in no time. Those hubs for culture — nestled in Southern California beach communities spanning from Malibu and Santa Monica to Huntington Beach and San Diego — have since given way to lifestyle businesses that have given birth to fashion brands and an industry that now generates billions of dollars in sales from core and mainstream consumers alike.
With summer now in full swing, a few retailers discuss what’s been selling well and offer tips for first timers looking to catch the next wave.
Landmark Surf Co.
1294 South Coast Highway, Unit C
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Laguna Beach, Calif.
What: “Landmark is a small boutique surf shop in Laguna Beach. We fuse our passion of surf, music and fashion and try to provide something unique.” — Charlie Setzler, owner.
Wetsuits: This marked the first season the shop carried wetsuits, stocking the shelves with Imperial Motion — lined and unlined styles — out of the Pacific Northwest. Note: the unlined suits sold out.
Boardshorts: Brixton and Katin, along with Quiksilver for more fashionable styles.
Swimwear: Tavik and Body Glove sales are about even for the shop.
Hardgoods: June was strong for surfboards, with Landmark adding Hayden Shapes to the assortment, which Setzler reported have done great.
Pro Tip: “We get super excited if someone comes into Landmark looking to get into surfing. We recommend taking lessons and learning the basics of water safety and surfing etiquette. Yes, there is an etiquette to surfing that every new surfer should learn. Once you feel like you’ve got the basics down, we recommend renting a board to make sure that you’re into the sport. It is easiest to learn to surf on a longboard with a soft foam top — something over nine feet long. They are more stable, easier to paddle and easier to catch waves and, being soft, they are safer.
“So once you’ve taken your lesson and rented a board for a few times and you’ve got the surf bug, you’re ready to buy your first surfboard. My recommendation is just go to Costco and pick up a longboard for $100. They are great first boards. It doesn’t make sense to spend $400 to $1,000 on a used or new board when you’re just beginning. But once your skills progress, you will want to get a ‘real’ board. Come visit Landmark or go support your local surf shop,” Setzler said.
Surfy Surfy
974 North Coast Highway 101
Leucadia, Calif.
What: Small, quirky surf shop — if the name is any indication or the head of the business’ official title being chief executive officer and janitor — tucked away in a historic building from the Twenties on Coast Highway.
Wetsuits: The shop recently added Volte from Western Australia to the mix, which has been doing well in addition to local company True.
Boardshorts: Four-way stretch private label boardshorts from Island Daze are popular, especially with a price tag of $45 compared to $60 from larger brands.
Hardgoods: The shop caters to the core surfer. “We stock a lot of surfboard fins that the average dilettante ignores. Our shop is known for featuring custom, high-quality surfboards hand-shaped by local shapers that are not available in the big surf chains.” — J.P. St. Pierre, ceo and janitor.
Pro Tip: “The easiest first step is to take a lesson at a surf school or camp. After that, the only way to progress in surfing is to go every single day, no matter the weather or wave conditions — assuming it’s safe for your ability level.
“Surfing is not just catching and riding waves. It’s learning the fickle moods of an ever-changing environment. The ocean can be your best friend one moment and then try to destroy you the next. It helps to have an experienced guru friend to guide you through the complicated nuances of surf culture and a surf stoked buddy around the same ability level to go surfing with. Avoid crowded spots and listen to the grumpy old guys in the parking lot. They are a wealth of information.
“Don’t buy surfboards made in China or Thailand, research local shapers in your area and establish a working relationship with one to get the best boards for your needs,” St. Pierre said.
Rider Shack Surf Shop
13211 West Washington Boulevard
What: Family-owned business started in 2006 as a 500-square-foot shop behind a Foster Freeze. Fast-forward to 2010 when the company moved into much larger digs totaling 5,000 square feet, where it sells boards, gear, wetsuits and other items for the beach.
Wetsuits: Rip Curl
Boardshorts: Vissla and O’Neill
Hard Goods: FCS and Dakine
Pro Tip: “Getting into surfing? I would suggest starting with a lesson or two to get down the basics. Then make sure to purchase the right equipment. Nothing is more frustrating than learning to surf and not being able to catch waves because you are on the wrong sized board for your skill level.” — Jeff Glass, owner, Rider Shack Surf Shop