Try on a juicy rash guard, flip through a surf magazine, grab a board of your dream and … go surfing!
Are the Great Lakes too cold for you? Don’t worry, Surf the Greats company got you covered. Their new surf shop and café at 276 Carlaw Avenue offers thick cold water wetsuits, surf booties, and mittens from Rip Curl. While the warmest gear keeps your body comfortable, the beach-inspired events and parties will take care of your mood. For example, until July 29th, Catchin A Cold photo exhibit showcases works from 16 artists who represent all five of the Great Lakes.
Hidden in the labyrinth of the building, the shop became one of many surfers’ favourite spots in Toronto even before it opened. Even while under construction, it hosted Toronto’s premiere of environmental movie Island Earth and welcomed adventure photographer Chris Burkard who was in to Toronto to present his surf documentary Under An Arctic Sky.
Now the shop is officially open and it offers everything surfers need for their soul and body, from surfboards, apparel, sun care, and printed matters to surf and yoga lessons, energizing drinks, and many exciting events like film screenings and live music concerts!
“The atmosphere is totally amazing,” said 20-year-old Aliya N. Barnes, who attended the grand opening party on June 29th. “It’s colourful and bright, but it still has a nice surf chill feeling. I feel like I wanna live here.”
Surf the Greats’ owner Antonio Lennert said that the physical shop is an extension of their online platform that brought many surf enthusiasts together through organizing beach cleanups and free yoga classes and offering surf equipment and lessons for the last three years.
“We started online as a media outlet to connect all different communities of surfers over the Great Lakes using hashtag ‘surf the greats’,” he said. “I feel like we’ve earned the community’s trust by giving, and now the community is giving back to us. That’s why now we have a home, and there’s so many people here and so much positivity. It just feels very special.”
Surf the Greats’ sign over the bar table is shimmers in its juicy colours, shifts from pink to blue and from blue to green. Dj Great Lake Shark (Ellie Landesberg) creates a tropical vibe with folktronica tracks until the band Gold Complex takes over with their live acoustic.
Guests sample RISE Kombucha, order beer from Sweetgrass Brewing Co., and explore newly arrived surfboards and apparel. There are a couple of major brands like Vans Canada and Rip Curl, but Surf the Greats tries to stay local as much as possible and carries products from Montreal, Tofino, BC, and Toronto, along with their own brand.
Walking through the rows of beach bags and rash guards, the visitors occasionally stop and stare at the photos of Catchin A Cold exhibit. The sixteen photographs vary from black and white to colourful, and show surfers riding or waiting for waves, walking to and staring at the water. “What you see on the walls is a mix of professional photographers and people who go to beach with their phones,” said Lennert. “We tried to make sure that we represented all the Great Lakes, amateur and professional photographers, male and female photographers.” Surf the Greats announced the photo competition in the winter and, working with Vans Canada, selected the winning works out of 700 submissions.