There was a time when the term ‘surf shop’ was used to describe the only place a travelling surfer could meet like-minded people and feel the camaraderie that comes from being part of an exclusive club. The pioneering surf retailers typically operated out of small outlets scattered along the coast; usually stocked with a few boards crafted in the back room of a long-deserted residence just out of town.
The feeling underfoot of seagrass matting, riddled with foam dust, was always strangely reassuring. It signified a friendly pitstop before venturing into a nearby settlement inhabited by a more hostile populace of farmers wary of surfers’ lifestyle choices.
Very little in the way of clothing or accessories in the pre-legrope/boardshort/wax/wetsuit era graced the walls of the ‘shop’ but the opportunity for a quick ding repair or gleaning some local knowledge about the state of the sand on the point, or down the back beach was invaluable.
Positively identifying the first ‘surf shop’ in Australia is tricky and depends on your definition of said store. ‘Surfboard factories’ such as Barry Bennett, Keyo and the like were well established in the industrial Sydney suburb of Brookvale by the early 60s but were not necessarily called surf shops, rather they were always referenced to by their brand names. The ‘Keyo factory’ or the ‘Bennet factory’ etc . Independent surf outlets (surf shops) were few and far between.
Turning to my reliable 1980, 1690-page Collins English Dictionary for a reference of the term’s history, I was surprised it didn’t even rate a mention. Doctor Google offered a rather basic and misogynistic appraisal, “From the surfer’s point of view, a surf shop is a place where ‘he’ can find the latest surf gear at the best prices. It is as simple as waxing down a surfboard.” A more insightful view from SurferToday.com stated, “Surf shops are more than just a place where money can be exchanged for a new board, a new wetsuit, a t-shirt or a bar of wax. Surf shops, since their inception, have held a place in surfing culture as gatekeepers of almost secret knowledge and insight.”
By the late 70s ‘surf shops’ were proliferating. The creation of surf clothing, wetsuit, and accessory brands catering initially to surfers, quickly became appealing to the non-surfers in cities and surrounding suburbs. The Billabong tag line boasted ‘Only a surfer knows the feeling’ but it seemed everyone was convinced a pair of boardshorts and a branded shirt was all you needed to tap into the psyche that had permeated Australian culture. I guess the companies weren’t complaining as the tills ticked over.
As the surf trend swept through suburbia and beyond, you saw shops choked with apparel and a smattering of surfboards in some of the most unlikely places, many a long way from the coast. These morphed into outlets purely geared for apparel with a smattering of boogie boards.
Eventually, the brands became strong enough to establish their own branded ‘surf shops’ competing with the independents for foot traffic, setting up in airports and large shopping malls. However, relying on singular brand loyalty had its inherent issues. No longer was there a choice of brands and/or access to preferred brands under one roof, unless you went to your local independent ‘surf shop’.
So, it brings me to the question. What is a ‘surf shop’? A term created by surfers for surfers with no real credence in the English language? Does the mere mention of the term send surfers looking for a reason to get down there and buy something, eventually returning home with a leggy, two wetties, a new board, three different types of wax, and a beanie? Is the obvious parallel the ‘hardware store’? Mention hardware store to a tradie and they get a bit agitated, looking for any excuse to top up the tool box or that mounting pile of tiles in the garage, always disappointed if they can’t get their favourite brand of tap fitting.
Perhaps the neologists ( word makers) still need a few new terms to accurately distinguish the different kinds of surf outlets.
No matter, particularly when you’re away from home and you do need a leg rope just ask a local fisher, farmer or surfer, “Do you know where I could find a surf shop?” and I reckon they’ll know.
Words and photo @stephencooney32