Crafted by Joshua Aaron, it is what it is Surfboards embodies the dedication and craftsmanship of a free surfer.

Throughout his extensive domestic and international travel to many of the worlds surfing spots (Indonesia, Bali, Japan, East/West coast USA, Mexico, Central America - Guatemala, El Salvador, Nicaragua, Costa Rica and the East Coast of Australia) imbued within him a fascination with how diverse and unique the surfing experience is - not only across cultures, but across individuals alike.

The surf label emerged as a vision to create a product and brand that understands and celebrates the uniqueness of each and every surfer, and each and every surfing experience.

Style is a natural extension of who you are as a person. 
- Mark Richards

The journey began with his first surfboard for $50 from Shaper Peter McCabe, followed by a custom 6’1 x 19 x 2 1/4 with a light blue tail spray.

Set in motion Josh started pouring blanks for SouthCoast Foam progressing to routing fins, spray work and quality control with Shaper Al Emery of Emery Surfboards, Byron Bay.

Interested in experimenting, he began sealing Epoxy boards with Selwyn Van Wyk - encompassing ...Lost, DWS and other brands combining top-tier techniques from the industry - Polyurethane blank with Polyester resin over Epoxy forever.

it is what it is Surfboards - understands that a surfboard is not just about tangible dimensions; length, width, thickness, curvature, cubic volume and balance - it is also about the intangible spirit of the ride, and the spirit of each surfer who chases it.