Family Owned. Santa Cruz Grown. Stoked Since 1988.

In 1988, we opened our doors with a simple mission: to share our love for the Santa Cruz surf with everyone who walked through them.

As a family-owned shop, we’ve spent the last 35+ years watching the tides change at Cowell’s Beach. We aren’t just a retail store; we’re your neighbors. We’ve taught generations of locals how to pick their first board, helped travelers find the perfect wetsuit for our cold Pacific waters, and cheered on every 'first wave' caught at the world’s friendliest break.