Our Story

Pacific Wave Surf ShopPacific Wave Surf Shop is a family owned business that opened in 1993 on Pacific Avenue, in the heart of downtown Santa Cruz. The shop owner grew up helping with the family surf shop on the wharf, Nolands, which opened in 1961. In 1993 after the Loma Prieta earthquake changed much of downtown, Pacific Wave was able to move into the empty and damaged old historical building that was once the county bank in 1895. Inspired by other local surf shop, but also by the ever growing surf and skate culture that embodies Santa Cruz, Pacific Wave has taken the local surf shop mentality to a whole new level.

Santa Cruz is undoubtedly a special place to live, work and play. When the waves are low, the pavement calls. Feeling the ocean breeze while grinding rails at the skate parks is nothing to complain about. So we aren’t complaining. In fact, we recommend you come visit! Then, when it’s snowing in the mountains, you only have a 3+ hour drive from here for powder pushing! Where we live represents who we are and what we love to do- It’s a passion to share the love with you! We treat our customers like our friends and family, and our number one goal is for you to be stoked every time you shop with us online or come by the shop. We are committed to keeping our local vibe fresh and fully taking care of our customers. So if you want to buy from the source, from people who love these products, then welcome to Pacific Wave Surf Shop!