We are an experience-based lifestyle boutique, a coastal concept store in the Midwest. We are influenced and inspired by the mountains and the waves... and the people that are drawn to them. We want you to go outside, to feel the sun and the dirt, the water and snow.

In addition to being a specialty store offering curated collections, we are also a board shop, where you can: buy or rent SUPs and kayaks, participate in workshops, microadventures, camps, and parties, or enroll in one of our indoor Urban Surf Fitness classes.

One of our favorite gigs is being your travel scout. We are going on year four of hosting surf and snow travel retreats.

In short, we are your free-spirited friend that you love to visit, because you always have fun when we are around and it’s always a fiesta when we all get together!

Cheers and High Fives!