Founded in 1999 Phase One Surf was created to bring core surfing knowledge and expertise to the masses. Surfing is often sold as a commodity and the importance of a good surfboard and the right surfboard are thrown by the wayside. Phase One Surf was created to plug the gap of the retailer who sells the surf life style but can't provide the all important foundation of actual Surfing. In short, a Surf Shop focused on surfboards and core surfing products.