Corporate Partner

Hobie Alter started out shaping surfboards, he ended up shaping a culture. Considering this is the story of one man’s great imagination, to fully grasp the story of Hobie you need to start by using your imagination. Imagine it is summer vacation 1950 and young Hobart “Hobie” Alter hits on an idea to bring together his two loves, woodshop and water. He asks his dad to pull the Desoto out of the family’s Laguna Beach, California garage, and the history of surfing was about to enter a new era. Hobie began by building beautiful 9-foot balsawood icons for his friends. They worked well! Hobie’s hobby had become a business and his dream of never owning hard-soled shoes or having to work east of California’s Pacific Coast Highway was becoming a reality. A couple of years and 40 tons of sawdust later, Hobie opened up Southern California’s first surf shop in Dana Point, California.