surf shops 77

Back in March 2003, a couple of South Ozzie surfers got talking about the crazy idea of selling surf gear on the internet. One owned a small surfboard factory and had trading accounts with a handful of surf accessory suppliers, the other had his own internet consultancy business specialising in e-commerce. Seeing second hand surf gear get bid up to crazy prices on ebay was all the incentive they needed - and they soon started talking to suppliers to see if they were up for it. They weren't. At all.

It took a lot of hard work and persuasion, and a year researching the Australian market. Most suppliers flatly refused, but by the start of 2005 enough were willing to get behind the idea - and we became a registered company. In November 2005, Online Surf launched the first entirely online surf shop in Australia - with a name reflecting that trailblazing spirit. Focusing on hardwear and accessories, our philosophy was to supply people that actually surfed with the gear they needed - like removable fins, wetsuits, and deck grip.

Like you, we've spent hours in surf shops pulling on pre-stretched wetsuits, looking for FCS fins that the shop didn't keep, and shouting over doof-doof music to clueless bimbos - but we still know it's kinda fun. But if you've ever wasted a Thursday night driving across town from store to store trying to find the 3 board heavy duty "wheelie" travel bag that you need to fly to the Maldives on Saturday, you'll know the downside. Sometimes you are short on time but know exactly what you want - just not where to get it. Sometimes you get sick of wading through racks of pretend surf labels in Westfield looking for an eight foot legrope. Sometimes you are just too far away from a decent store.

In setting up the company, we wanted the elements a good old fashioned surfshop has - good information about products, a good range, and a sense of connection with the wider surfing community. We are surfers ourselves, so this is a natural progression. We're out in the water, or standing in beachside carparks, talking to other surfers - getting constant feedback on what's hot and what's not, what works and what doesn't.

So if you want to devote more time to the pursuit of waves, and less to the pursuit of fashion, Online Surf can help. We won't breathe down your neck, or play loud, annoying music at you, or scowl at you for messing up the tee-shirt rack. That's our solemn promise.

Online surf. Gear for surfers.