Since 1969, the cresting wave and the snow capped mountain have been at the forefront of rad in terms of sports that require standing sideways on boards.

Sure, they’ve had highs and lows along the road.

I remember being at a tradeshow in Munich circa 2005, the height of the loads of money epoch and a day drunken former US pro snowboarder wildman heckling their (giant) stand with derisive stuff such as ‘You guys are the McDonald’s of surfin, man. You’re fucken McDonalds, maaaaaaan!’

They’re not though. Well, defo not anymore. Kinda more Wendy’s/Wimpy fusion? Anyway.

I’ll say this much: my local Quik Boardriders store in Capbreton is a place where good stuff happens.

You can get a haircut in there, a beard wax. You can drink beer at the bar (they have a bar). You can train jiu-jitsu with blackbelts underneath, or do Ashtanga yoga.

You can buy pretty much any and every kind of surfboard under the sun. They host gigs, do WCT press conferences, the manager fucken shreds Capb. He’s a bona fide tunneller.

What I’m trying to say is, the joint is legit.

Anyway, learn more about Generations of Quik, if you like.