Resiny, Salty and Waxy Scented Surf Shop
To announce almost two decades of Primitive Surf history, we thought it was about time we caught up with Craig Rees (founder of Primitive Surf) and get the lowdown on the history of this iconic Queensland Surf Shop.
Craig started shaping surfboards in the late 80s. “It started out as a hobby, like it always does. “ Said Craig.
Craig started shaping boards in his mate Cary MacLean’s Garage. The first board they shaped together, and then Craig started shaping them on his own. It didn’t take long before Craig realised that he had real potential especially after the encouragement of fellow surfers.
Craig Rees came up with the idea for a surf store in Brisbane for surfers whilst on a road trip in an old beat up Kombi, in the early 90s.
The first primitive shop was at Deagon circa 1995 and occupied approximately 100 m². Craig said “I was probably only shaping one board a week, but it slowly grew and from there we now employ multiple staff (surfers) to manage the 500 m² surf store at Nundah.”
“City Beach was already setting up boutique surf stores around Australia in large shopping complexes. We knew these are the kind of places that surfers don’t like to visit, so we solved that problem by creating the space of Primitive Surf.” Craig said.
Primitive Surfs message is simple “Primitive” so to speak. Primitive surf is a surf shop that smells like wax , resin and surfboards; the kind of place that surfers feel welcome and are at home.
The Primitive Surf Stickman also has an interesting story to tell about his inception. According to Craig “Stickman originally came from a ski resort in Austria named St Anton”
Reesy took the snowboard from under his arm, happily replaced it with a surfboard, and moved him to Australia where Stickman became an iconic symbol of everything that summarises Primitive Surf.
Craig said that director Dale Fielder and his vision for Primitive Surf over the next decade is to continue to solve the problems that every day surfers experience when it comes to enjoying the thing they love most…Surfing.
“By continuing to solve problems through technology and surfer feedback, we have managed to maintain a level of customer service that has earned us our reputation” Craig said.
“Whether it be assisting a surfer onto a surfboard that is going to improve the way they experience the surf or getting somebody into the right hardware for example a wetsuit.”
Primitive surf is making some pretty serious plans already for a massive 20 years party! According to Craig the decade party was epic so this one will have to be at least “A Behemoth”
To celebrate 20 years of providing a salty, waxy and resin smelling surf shop for surfers in South East Queensland, Primitive Surf is releasing 4 new high-performance, hybrid surfboard models, for a broad spectrum of surfers; Mal Riders to Short Board riders.
The release dates of these Surfboard models will be announced very soon. Primitive Surf celebrates providing real deal surf options for surfers for almost 2 decades! Watch this space #20yearsl8tr 20 Years On & Now Online Surf Shop with the same Salt, wax and resin.