About Us

🌊💗 ALL SWELL SURF - WHY WE STARTED THIS BRAND

They sold us on an idea of the “surf girl.”
Mysterious. Cool. Effortless. Tan. 

Cute concept — but they got us completely wrong.

Because the real girls in the water?
We’re loud.
We’re joyful.
We’re awkward and chaotic and sunburned.
We paddle out laughing, wipe out dramatically, and scream-sing Taylor Swift on the drive to baby waves.

We’re the girls who show up with pink boards, disco balls in our cars, lip gloss in our board bags, and a whole surf crew in tow.
We’re not mysterious.
We’re not silent.
We’re not here to pose.

We’re here to surf.
And we’re here to belong.

Surf culture made us the side characters — the afterthoughts — the single "women's" rack in the back of the store.
But we were never meant to blend in.
We were meant to take up space.
To rewrite the rules.
To bring the joy back.

And that’s why All Swell Surf exists.

A surf shop built by women who decided girls deserved more.
More representation.
More choices.
More community.
More laughter.
More softness.
More strength.
More pink.
More everything.

This is the place for the real surf girls —
the snack-packers, the shell collectors, the late bloomers,
the moms raising brave daughters,
the girls who try, who cheer each other on,
who aren’t afraid to be girly and gritty.

We don’t fit the old surf stereotype.
So we’re building a new one.

One where girls are the main characters.
One where community is louder than cool.
One where belonging is the baseline, not the bonus.

This is our surf culture now.
And every girl who’s ever felt out of place in a surf shop —
this one’s for you. 💕
All Swell Surf.
Built by women who decided we deserved more.

Our Address

154 Calle de Los Molinos, San Clemente, Ca

Hours: 

Monday - 11am-4pm

Tuesday-Thursday: 11am-5pm

Friday: 11am-6pm

Saturday: 10am-6pm

Sunday: 11am-4pm