Noll opens flagship store in San Clemente

07 Jun '11

5 min read

The store even contains an active surfboard factory with three shaping rooms in the rear. Inspired by the artisan craft of hand shaping surfboards, the materials used throughout the store are derived from the board-shaping process.

The shop is also a unique interactive and multi-media experience. Vintage Noll "Search For Surf" films (Greg was also a pioneer surf-filmmaker), including footage never before seen by the public, is simultaneously played on three strategically placed screens.

Meanwhile, cameras located throughout the store (including one in the shaping bays) allows viewers from around the globe to sign on to the Noll website (www.nollsurfboards.com) and see a surfboard actually being shaped. The site also offers customers the opportunity to shop interactively from afar.

The store showcases Noll Surfboards' new line of authentic surf apparel, which includes unique high-quality, T-shirts, board shorts, rash-guards, and sweatshirts. The designs are a fusion of vintage graphics and innovation offering up-to-date fits with state-of-the-art fabrics, including an eco-friendly collection. The store also features one-of-a-kind garments, handmade on site by in-house designer Koki Nishida and exclusively available in the store and on the company's website, which will be launched in late June 2011.

"Being able to touch and feel the history is a key aspect of our store," said Chris Wagaman, Noll's General Manager. "By making it relevant to today's consumers, we are also giving people the opportunity to take a piece of our collective history home with them. I'm not sure there's another place in the United States (or elsewhere for that matter) where you can have this type of retail experience."

"Greg Noll helped pioneer our industry. The Noll brand is an authentic reminder of that and his great contributions to both surfing and skateboarding," commented Johnny Schillereff, Founder and President of Element Skateboards. "We had a highly successful collaboration and showed the relevance and need of their story in the current market place. It was an honor to collaborate with the Noll family."

Noll Surfboards

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