SURF NEWS: CARDIFF-BY-THE-SEA
PATAGONIA SURF SHOP STEPS UP CULTURAL REVOLUTION

Nat's Nat and that's that.

FEBRUARY 28, 2008 -- The eye-to-eye, face-to-face verbal transference of stories and anecdotes from one surfer to another is by far the most concrete and uncommercialized form of surf culture. Magazines dispense surf culture. Other forms of media including videos, books, and an array of new media such as websites, webcasts, blogs and message boards push our culture out there as well. But no form of surf cultural can match oral history. And at hardcore surf shops, the ones where groms are encouraged to loiter so they can fetch lunch, legend, lore, history and travel insight are easily passed along like Haliburton contracts in the Oval office. These surf shops are the Petri dishes where our culture exponentially grows and multiplies.

With a litany of events in the stores short history, the Patagonia Surf Shop in Cardiff-by-the-Sea has quickly established itself as one of these establishments where real surf culture is fostered and promoted. In fact, Patagonia, with manager Devon Howard at the helm, is proactively and convincingly becoming the cultural hub of surfing legend and lore in the San Diego region. Consider that since May of 2006, Howard has brought unique and often times legendary individuals such as Andrew Kidman, Shaun Tomson, Malcolm Campbell, Duncan Campbell, Gerry Lopez, Jock Sutherland, Richard Kenvin, Dan Malloy, and Chris Del Moro to talk story.

Surf culture cannot be the brainchild of some corpo marketing department hack that dreams up a “green grom-o-rama action sport poker tournament.” It is frontline commitment to your local surf community. And when politically correct ‘mall’ style surf shops wouldn’t touch even the most obvious of demographically correct environmental campaigns, the Patagonia store had massive window displays pronouncing in no uncertain terms to “SAVE TRESTLES.ORG” At Patagonia, they don’t sell surf culture, because real culture isn’t a commodity, it’s a way of life, it’s a subconscious mindset. The folks behind the Patagonia store, namely Howard and the Malloy brothers (Chris, Keith, and Dan), live it. Patagonia hosts beach cleanups and the store has given over $20K to local environmental groups such as the San Diego Coast Keeper and the San Elijo Lagoon Conservancy. To lift a cliché from the Hip Hop culture, Patagonia is too legit to quit!

In keeping with form, Patagonia Cardiff brings legendary Australian surfer Nat Young to the store for an evening of images and discussion regarding the history of surfing. Among Young’s many accomplishments, back in the early ‘80s he authored “The History of Surfing.” He’s updated the offering, now titled “The Complete History of Surfing: From Water to Snow” and will be in the United States for an extended stay to promote the book. At Patagonia, Young will be showing and discussing slides from the book and signing afterwards. Nat Young is one of those rare individuals whose presence captivates from the moment he arrives. This is a can’t miss opportunity to listen to a true legend and real presence.

After Nat Young’s Patagonia slide show he will also appear at:

• Coronado Boathouse, Coronado, March 2, 2 pm
• CHP Surf & Skate Redondo Beach March 3
• Santa Monica Surf Shop March 4
• Diesel Books Store (Malibu) , March 6
• Ventura Surf Shop, March 7

YOUTUBE.COM OFFERINGS OF OTHER PATAGONIA EVENTS

http://www.youtube.com/watch?v=sRxjMAgQ5uY

http://www.youtube.com/watch?v=WdAuP1zFDW4