Come down to Ocean Beach this Wednesday, June 12, 2103, and help us clean up the trash and graffiti! Meet at the OB Pier at noon for a cleaner OB.

“We’re not talkin’ spotless, just a little bit cleaner!”

Hundreds Gather To Honor Lifeguards

Yesterday, members of the community gathered to honor the San Diego City Lifeguards and to remember the 13 victims of the 1918 drowning at Ocean Beach. To honor the lifeguard community, a bronze statue was unveiled in front of the Ocean Beach Lifeguard Station. Designed and sculpted by Richard Arnold, the statue (who he says is not modeled after anyone) is to honor all lifeguards who risk their lives everyday for the safety of our community and remembrance of the 13 victims from 1918.

On May 5, 1918 in Ocean Beach, 13 lives were lost. With unusual conditions and rip currents that day, hundreds of beach goers were warmed to stay out of the water. Over 60 lives were saved that day including 5 swimmers saved by Henry Hanson. Unfortunately, Henry didn’t make it and we will forever thank him along with the other Police Lifeguards and brave civilians who saved several lives.

The attendance of the dedication included Mayor Bob Filner, Council members Kevin Faulconer and Lorie Zapf, Lifeguard Lt. Greg “Buc” Buchanan, Lifeguard Chief Rick Wurts, legendary surfer and personal friend Jim “Mouse” Robb, along with several other well-respected community members.

One For One

TOMS- if you haven’t heard of this one-for-one shoe concept then you might as well be living under a rock! TOMS was founded by American traveler, Blake Mycoskie, in 2006 when he befriended children in an Argentinian village and found they did not have protection for their feet. He came up with a one-for-one concept where every pair of TOMS that is purchased, one will be provided for a child in need. This motto has held true today and TOMS has improved the “Giving Pairs” of shoes to accommodate the kids in need. We hear customers ask if the pairs they buy are the Giving Pairs and the answer is no. TOMS has updated the giving pairs with a wider fit for comfort and a thicker sole and heavier canvas for longevity. Other shoes in the works are a winter boot for colder climates and an athletic shoe for urban environments. With your continued help, kids in need will continue to get the proper shoes to protect their feet! TOMS is carried in all 5 South Coast locations for mens, womens, and kids. Check out www.toms.com/our-movement for their entire story.

Sanuk and Operation Smile

Sanuk is known for incorporating comfy products in their sandals such as beer koozies and yoga mats. Their creative edge has done more than put sandals on feet! Sanuk has stood by their motto “Smile…Pass it on” by teaming up with Operation Smile to give back smiles to individuals with facial deformities including cleft lips and cleft palates. For 2 years, they had provided donations to help over 500 individuals around the world! With your support in buying Sanuk products, they can continue to help change the lives of hundreds in need! For Sanuk products, visit any of our 5 South Coast locations or click on Sanuk Operation Smile for information on their partnership. Smile… Pass It On.

Shame on me for calling this a “trend” but when everyone jumped on the “Charity Train” I was a bit skeptical. I’m not saying giving is bad, but when the intentions are driven by sales and not the cause, that’s when I get angry. But I was forever wrong with this one! I’m beginning to learn that a huge number of our companies we deal with have silent charities and donating partners and customers probably aren’t even aware of them! We have so many companies doing this that I can’t fit all of them in one blog. Every week we will highlight a new charity that South Coast carries. I want to share with you all these great givers and what we can do to help!

 Pura Vida, meaning “pure life” in Spanish, stands for enjoying life slowly, celebrating good fortune, and never taking life for granted. This is the vision for Pura Vida bracelets- colorful, funky, handmade bracelets from Costa Rica that you can stack up for a fun look! But style isn’t all these bracelets provide! While traveling through Costa Rica, the founders of Pura Vida realized with little tourism and low paying jobs, local jewelry makers had a hard time making ends meet. Every bracelet you purchase will help local artisans find full time jobs. They also donate 1% to Surfrider Foundation to help clean up beaches and preserve our coastlines worldwide. They don’t stop there- you can pick the charity you want to help out with their “charity bracelets”. Choose from different charities like Breast Cancer, Autism, Alzheimer’s, Japan Tsunami Relief, Best Friend Animal Society, and MANY more. Visit www.puravida.com to read their story and stop into South Coast Wahines to support charities world wide!

A Little History Lesson of South Coast Surf Shop

If you stopped into any of our stores lately, you’ve probably seen some changes! Our new girls shop in OB is looking great and our men’s store 4 doors up has undergone a facelift with a new wetsuit and surfboard section, as well as new vendor and footwear sections. In light of all these great changes, we wanted to give you a little history lesson of good ol’ South Coast!

Keep reading and you could win a South Coast hoodie!

At age 21, Rob Ard had a vision of expanding a local surf shop, Ocean Beach Surf Shop (no affiliation with today’s Ocean Beach Surf and Skate). In 1974, Rob took the name South Coast Surf Shop and opened his first location in Ocean Beach. 13 years later, Rob saw an opportunity to reach a new market: inland communities. With Rancho Peñasquitos identified as a booming area, South Coast’s second location was born. At the same, the Ocean Beach location needed expansion as well. Rob took the business to 5023 Newport Avenue in Ocean Beach and that location still exists today. The Inland community wasn’t producing the business Rob hoped for but he had his eyes on another location- Pacific Beach.

In 1993, he partnered with Eric “Bird” Huffman to create South Coast WindanSea, a bigger location from the original South Coast and 1/2 a block away from the Crystal Pier in Pacific Beach. Erich “ET” Tramonti joined the partnership at that time as well. Rob thought all his angles were covered in the San Diego beach communities but 1 year later, when a new location opened up in OB, Rob jumped at the opportunity. South Coast Longboards honored surfing’s history and catered to longboard enthusiasts. Something was still missing though. Women’s fashion was quickly evolving and a standalone store was the ultimate solution. In 1999, South Coast Wahines entered the Pacific Beach community and was fully stocked with women’s clothing and footwear. 11 years after the opening of Wahines, longtime employees Heather Shields and Steve Cowan stepped into partnership roles after Bird stepped down to pursue his owns dreams. The success of Wahines was unimaginable and with two men’s-focused shops in Ocean Beach, the owners felt it was necessary to convert Longboards into another women’s location. In April 2012, South Coast Wahines Ocean Beach opened its doors. Today, South Coast Surf Shops boasts 5 locations including South Coast Closeouts (a discount surf shop) and men’s and women’s locations in Ocean Beach and Pacific Beach, as well as an online store.

Test your South Coast knowledge…

First person to get this question right wins a South Coast hoody!

Here is the question:

Where was the original South Coast location back in 1974?

Hint: It was NOT mentioned above! Good Luck!

Answer in the comment section below!

South Coast Team Rider Ryland Rubens

Photo: Jack McDaniel

Ryland has been making a lot of heats lately as well as freesurfing all over places like Nicaragua, Hawaii, and Indo.

Check out his website and follow him on Twitter @RylandRubens

Rye let us know that he surfed pipeline and got a few good pipes before getting introduced across the reef. Sure it was worth it!