Founded 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 hotspots (Bali, Nusa Lembongan, Africa, Japan, Hawaii, East/West coast USA, Mexico, Central America - Guatemala, El Salvador, Nicaragua, Costa Rica and East Coast 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.

The journey began with his first surfboard for $50 from Shaper Peter McCabe, learning to surf on the beaches of Newcastle, followed by a custom 6’1 x 19 x 2 1/4 with a light blue tail spray. Asking Peter for work he said; ‘Go North.’

Josh; originally a wall+floor tiler - fell 7 metres to a concrete slab shattering both patellas at 19 and after a years recovery, learning to walk again and getting back in the water - Josh worked for multiple surf shops in sales & customer service adapting to open questions & communication.

Set in motion Josh started pouring blanks for SouthCoast Foam progressing to routing fins, spray work, wet rubs and quality control with Shaper Al Emery of Emery Surfboards. Here he met music producer Jordan Power, recording & touring nationally & internationally with his band THE BLACK CATS - www.theblackcatsband.com..

Interested in experimenting, he began sealing, finning, carbon wrapping, pin holing Epoxy boards with Selwyn Van Wyk - encompassing carbon wrap technology (…lost Surfboards, DMS) combining top-tier techniques from the industry - Polyurethane blank with Polyester resin over Epoxy forever.

since age 13 Josh has had a passion for film & editing - inspired by the early days of Jackass and 90’s cinema (Harmony Korine), learning to edit on tape whilst receiving his first electric guitar age 14, progressing to design and one independent multimedia creative approach to synergy & resilience.

Under the guide of anthropology & curiosity, Josh is spending his hours in the shed mowing foam & refining the craft of measurement and symmetry.. Metal, reggae, late 80’s/90’s rap, folk, punk rock, classical, post-hardcore, blues, low fidelity; as long as there is music (podcasts are like pop).. Although early in his shaping endeavour; Josh has constructed, felt & analysed 1000’s of surfboards from start to finish.

“Surfboards are like instruments; we play with something different to feel something new again..”

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.