The story

At 21, Rob Ard took over a local Ocean Beach surf shop and in 1974 renamed it South Coast Surf Shop. In 1987 he moved to 5023 Newport Avenue in OB, where the shop still stands.

South Coast helped introduce Quiksilver, Billabong and Gotcha to Southern California surfers in the 1970s and early ’80s, while keeping its focus on custom surfboards and a huge wetsuit wall.

The family grew to include South Coast WindanSea near Crystal Pier in Pacific Beach (1993), a longboard shop, and South Coast Wahines for women (1999). Today it runs several San Diego stores, including a closeout shop, and is still family owned.

Sale & Shop Picks

No (or few) marked-down items are listed on the shop’s site right now, so these are more items from its current catalog (not discounted).

SALE

Fcs 2 Single Pg Surfboard Fin$86.00 $100.00See it at South Coast Surf Shop →

SALE

Billabong Men’s 3/2mm Absolute Chest Zip Wetsuit$194.96 $259.95See it at South Coast Surf Shop →

PICK

RVCA Men’s The Cure Boy’s Don’t Cry Hoodie Pirate Black$98.00See it at South Coast Surf Shop →

PICK

Ritual Vision Dragster Matte Black / Black Polarized Sunglasses$70.00See it at South Coast Surf Shop →

PICK

Ritual Vision Dragster Combat / Bronze Polarized Sunglasses$70.00See it at South Coast Surf Shop →

PICK

Firewire Xtra Cado 7’0″ Surfboard$1,125.00See it at South Coast Surf Shop →

Prices as listed on the shop’s site, checked Nov 2, 2026. Photos load from the shop’s own site.

Hot & New

NEW

Men’s Comp Full Wetsuit 4/3mm$319.95See it at South Coast Surf Shop →

NEW

RVCA Men’s The Cure X Martin Anders Short Sleeve Tee RVCA Black$50.00See it at South Coast Surf Shop →

NEW

RVCA Men’s The Cure Three Imaginary Boy’s Short Sleeve Tee Silver Bleach$50.00See it at South Coast Surf Shop →

NEW

Ritual Vision Transmitter By Noa Deane Matte Camo / Dark Green Polarized Sunglasses$70.00See it at South Coast Surf Shop →

NEW

Ritual Vision Transmitter By Noa Deane Matte Black / Black Polarized Sunglasses$70.00See it at South Coast Surf Shop →

NEW

Vans Toddler (1-4 years old) Classic Slip On Shoes$34.95See it at South Coast Surf Shop →

Prices as listed on the shop’s site, checked Nov 2, 2026.

More From the Racks

More of what South Coast Surf Shop has on its site right now (regular prices, not a sale). Tap any photo or name to go straight to the item.

PICK

Vans Mens Skate Old Skool Shoes$79.95See it at South Coast Surf Shop →

PICK

Quiksilver Boys Everyday Sessions 3/2mm Back Zip Wetsuit$159.95See it at South Coast Surf Shop →

PICK

Quiksilver Boys Marathon Sessions 3/2mm Chest Zip Wetsuit$239.95See it at South Coast Surf Shop →

PICK

O’Neill Youth Basic Longsleeve Rashguard$29.95See it at South Coast Surf Shop →

PICK

Futures Controller Quad Surfboard Fins$180.00See it at South Coast Surf Shop →

PICK

Futures Mayhem Evil Twin +1 Surfboard Fins$145.00See it at South Coast Surf Shop →

Prices as listed on the shop’s site, checked Nov 2, 2026.

South Coast Surf Shop
5023 Newport Ave, San Diego, CA 92107
📞 (619) 223-7017

Sources

• South Coast Surf Shop: listing source
• South Coast Surf Shop: contact / phone
• South Coast Surf Shop: official site

Story written from the shop’s own public pages and press. Logos and product photos belong to the shop. No paid placement.