About Santa Cruz Surf Shop

The 41st Avenue shop & the “SC” brand The physical shop operated at 753 41st Ave, in the middle of the Pleasure Point / “Surf Shop Alley” corridor. Over time it became known for the “SC” skull logo and the wording “SANTA CRUZ SURF SHOP” used on apparel (shirts, hats, etc.). The company filed multiple trademarks for this branding, covering a broad range of clothing and surf-related gear. The online presence now focuses heavily on that heritage/logo, selling classic designs to “bring back the good-old-days in a new way” via e-commerce and pop-ups. So by the 2000s and 2010s, “Santa Cruz Surf Shop” and “SC” are essentially his baby: a local surf brand + brick-and-mortar shop + wholesale/retail clothing line.Read their story