Surf Culture, Gear, and Style: What’s Hot in the Shop This Season

Surf isn’t just a sport, it’s a culture. And at 10 Over Surf Shop, we live and breathe the brands that help shape it. From the magazines we read to the trunks we wear and the fins that keep us moving down the line, every piece tells a story about where surf culture has been, and where it’s going.

Culture-Defining Media

We’re proud to be aligned with some of the most iconic names in the game: Wavelength Magazine, Longboarder Magazine, and the UK Surf and Skate Expo. These are more than publications and events - they’re culture shapers that have documented the soul of British and European surf for decades.

All of these sit under DYSUJO, a growing collective driving the future of surf and skate media, in which we're proud to be a part of over at 10 Over Surf. Keep your eyes on this space, we’ll have more to share about DYSUJO soon...

Fin Talk: It’s What We Do

We don’t like to shout about it, but fins are kind of our thing. If you’ve spent any time in the shop, you’ll know we’re always talking templates, flex, base width, and all the other stuff only fin nerds really care about. Whether you're fine tuning your twinny or dialing in your single fin glide, we’ve probably got just the one you're after - or at least a few to debate over.

One brand we’re especially into right now is Captain Fin Co. - blending performance and personality, their fins are made for surfers who want their turns to say something.

And yes, we’ve also got you sorted on FCS leashes - because performance is great, but staying connected to your board? That’s non-negotiable.

Katin: A Shop Favourite for Good Reason

When it comes to surf apparel, Katin has been leading since the days of classic Californian beach culture. Known especially for their Waterman trunks, the brand brings real heritage to modern surf wear.

But it’s not just the shorts flying off our shelves - the Drainer Tee and Shangri-La Tee are best-sellers week after week. Simple, wearable, and unmistakably surf.

Coastal Grandma Chic Is Here

For those leaning into breezy, beachy vibes with a softer touch, we’ve got a little gem for you: the Pura Vida Wave Ring. It’s minimalist, timeless, and very much on point with the whole coastal grandma chic trend (yes, it’s a thing - think Diane Keaton in a linen shirt, staring wistfully at the ocean).

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Whether you're hunting for new fins, browsing tees, or just keeping up with the culture, swing by the shop or check us out online. We’ve got plenty more surf goodness coming your way.

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