Rob Ard founded South Coast in 1974, aged 21, and moved the shop to Newport Avenue thirteen years later; it has traded from that address ever since and remains family-owned. The stock covers custom surfboards, a large wetsuit range, accessories and surf clothing, and the firm was among those that first brought Quiksilver and Billabong to southern California in the 1970s and 1980s. Custom board orders are the speciality, shaped for local conditions and tested by the shop's team riders before general release. There are now several South Coast outlets, including a discount shop and a women's store, but the Newport Avenue premises is the original and sits on Ocean Beach's main street, minutes from the break at the foot of the road.
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