17th Street Surf Shop

Town & Country Surf Shop

In 1971 Craig Sugihara founded the Town & Country Surf Shop. The beginnings of this venture were humble - an old barbershop in Pearl City Hawaii served as the original storefront. Fueled by an unrestrained passion for surfing and initial start-up capital of $3,000.00 Town & Country has evolved into a multifaceted surf company and has solidified itself as a worldwide industry icon.

Craig's love affair with the ocean and surfing started long before entering the surf business. Though not a competitive surfer in his formative years, Craig can recall with grom-like stoke his first wave. Craig knew from that experience that he would be surfing for the rest of his life. What Craig did not realize was that surfing would eventually define his career, his accomplishments, his lifestyle, and his character.

The journey, celebrating 50 years in 2021, has afforded Craig the opportunity to share his passion and love for surfing with several generations on beaches around the world. Through sponsoring iconic surfers, mentoring legendary shapers, and supporting GROM contests it has been a true privilege to share the magic of wave riding with several generations - especially with his children and grand children.

In recent years Craig has enjoyed sharing the insights of the business with his son Ryan who has taken a leadership role at the company. Craig offers the same technical analysis of navigating a challenging line up or executing a solid heat strategy when sharing lesson learned over a lifetime of board building, retailing, brand management, and giving back to the community. Ryan is eager to build on the strong foundation that has been laid. Ryan leans on characteristics that also define his approach to surfing discipline, strength, determination, and passion. He is determined to enhance and further the legacy of T&C.

In 1971, with limited capital and limitless stoke Craig opened his first shop in Pearl City. At the time Kamehameha Highway was the only access to the North Shore and its many epic waves. The name reflected the shop's position between the two epicenters of surf on Oahu - Town & Country. The strategic position of the shop and quality boards drove strong demand for Town & Country Surfboards. The logo, suggested by a t-shirt artist, has strong graphic character and deep meaning. Most simple and applicable to surfing is - BALANCE. This balance has defined the evolution of Town & Country over the years.

I have been fortunate to follow my passion and enjoy a life filled with sun, sand, and surf. I am stoked to have shared this passion with my family! It brings me a special kind of joy to know that this passion has inspired Ryan to work hard to take T&C into the future. Next year we will celebrate 50 years, I am comforted to know that we have built a team and are nurturing a leader for the future.

~ Craig Sugihara, Owner, Town & Country Surf

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