Steps from the breathtaking beaches of South Beach, there sits a store with that 'Cheers' familiarity where everyone knows your name. It's the kind of place where both locals and tourists alike speak that universal language of the sea and first quality service is always the attitude du jour.
Alright, I might be getting a bit hokey in my spotlight introduction but the verse fits. I'm talking about FIRST Surf Shop, a one of a kind surfers' paradise, specializing in providing top of the line merchandise in a laid back atmosphere. The shop also offers lessons for anyone who dares to enter the South Florida swells! Who knew Miami had a wave pool?!
The shop was launched in 2008 by two avid surfers and friends, Mark Gamez and Christian De La Iglesia, who wanted to offer a more personable and passionate experience to riders of all levels.
I consider this style spotlight my surfer for dummies tutorial and after interviewing one half of F1RST for this style spotlight (thank you, Mark!), I'm ready to suit up and get on a board. But I'm going to need a life jacket first.
Surf's up, fashionistas!
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| Co-owners and friends, Mark Gamez and Christian De La Iglesia, hang ten at the remodel of F1RST Surf Shop |
FSF: Opening
the shop in 2008 seems like a natural progression for you. How did the idea to
make it happen come about?
FSS: Christian
De La Iglesia approached me in 2008 after collaborating on a pop up shop called
UNIV. Chris liked what I was doing and came from a surf retail background.
There were no other surf shops in South Beach so we created F1RST. We've been
at it for a little over five years now and have doubled in size and added South
Beach's only VIP SUP storage lockers as well as a satellite location at the
Marriott where we offer SUP and Surf clinics on Saturday mornings.
FSF: The
shop has become a vital part of the South Florida community. What makes this
surf shop different from the other shops out there in the market?
FSS: Authenticity.
We built this shop with our bare hands. Every piece of furniture, wood, stain,
along with every single artifact that we have in our shop has been hand picked
and curated- from the decor to the merchandise- and I believe it shows. Our
patrons can appreciate that authenticity and the added unique touch and appeal
and they identify with it. You can't pay someone to do that for you. You gotta
get your hands dirty.
FSF: There's
a big skating and surfing culture in Miami that most people do not know about.
How did you become part of its landscape?
FSS: Thank
you for noticing! I wish the City of Miami Beach and the politicians would
finally realize that! I am very vocal when it comes to the issue of
skateboarding in Miami and Miami Beach and it's a sad fact that it is the year
2014 and Miami, one of the most forward thinking and progressive major
metropolitan cities in America, does not have one single skate park to call
it's own. It's pathetic. I have been to my fair share of city meetings
regarding skate parks and have seen, firsthand, the level of political bullshit
and it is overwhelming. I'll spare the blog one of my long-winded rants about
skate parks and try to get back to the point.
FSF:
The shop itself is almost like your way of giving back to the community
and to its customers. What are customers looking for when they come into your
store?
FSS: We
built the shop with the idea of accepting the fact that we are a place of
social gathering. That's why our main counter space looks like your local bar
retrofitted with barstools and all. When there is surf (which is not often) we
are ground zero for surfers to have a place to hang out and celebrate and talk
story while waiting for the conditions to improve. In the era of online
shopping, you can't replace what a locally owned and operated retail shop
offers, which is local knowledge. Try to find out what bars or nightclub to
hang out at or where the real South Beach hangs out at on a forum or blog and
see how your night ends up. Good luck with that!
Our
merchandise selection is what separates us from the pack. You won’t find a lot
of our brands anywhere else but at F1RST. We carry a limited amount of
individual items and pieces from our vendors. When it's gone its gone. We like
to keep it moving and fresh.
FSF: You
also happen to be an avid surfer and you used to be a professional skater. Is
there one you like more than the other?
FSS: Thank
you for the compliments, but no, I never went pro for skateboarding. I was a
local hero at best who moved to California and got humbled--quickly. Most of my
friends out on the West Coast are professional surfers and skateboarders so
maybe people sometimes think I was pro. I would say I was bro-fessional. My
friends know that I am an elitist skate-snob and I do not hide it. I bleed
7-ply maple and I talk, act, dress and think like a skateboarder. Skateboarding
is and will always be my first true love. Surfing on the other hand is my
favorite. It is way more satisfying and way easier on the body at this age --
There's a reason why surfers are so laid back and on their own trip. You know
the slogan "Only a Surfer Knows The Feeling" by Billabong? Yea, well
as cliche as that may sound -- it's true. Surfing is a one of a kind feeling
that cannot be emulated by any other water sport.
FSF: Do you
have a favorite place to surf? If so, describe what that looks and feels like
for you.
FSS: Believe
it or not. South Beach! I've traveled the globe and have surfed the Caribbean,
Central America, Baja California, The West Coast, Hawaii and Indonesia and
there is simply nothing that can compare to catching South Beach in its classic
form.
FSF: We have to talk about your style. You have a laid back, yet distinct sense of style that you carry off really well without falling into that whole stereotypical surfer look. How would you describe your everyday. go to look?
Visit F1RST Surf Shop at:
Follow them on Instagram at:
@F1RSTSURFSHOP
Located at:
40 S Pointe Dr #107, Miami Beach, FL 33139
In Style,
Kat
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