Outdoor Retailer - Summer 2018 - 28

IDEAS

THOUGHT LEADERS

Surf, Skate,
Ink, and Soul
Christian de la Iglesia and partner Mark Gamez
made a surf shop work in a town where waves
were lacking. Now they are bringing that same
passion to a skate and tattoo shop.
Name: Christian de la Iglesia
Company: F1RST Surf Supply, Division
Opened: 2008
Title: Co-owner
Location: Miami, Florida
Downlow: Growing up on Miami Beach in the early 1980s, Christian de la

Engage as much as possible, find like-minded people and see how you
can bring them into your place. There is so much that can be done to engage. All it takes is effort-and effort is free.
We teamed up with a local surf blog called Thank You Surfing and
started live-podcast-type Instagram episodes that cover everything from
local happenings to local surf history. We will be taking the show on the
road to talk to other surf shops in Florida about their local and industrywide challenges and what they do to engage with their community.
There is so much you learn about yourself through others. Both
Mark and I have had our fair share of rough times in our shop's growth
process. We are as opposite as they get. He's a skater at the core and

28 OUTDOOR RETAILER

/ Summer 2018

I'm a tree-hugging surfer. But I think that dichotomy has allowed
for us to get to where we are currently. You have no idea what you are
going to get in a partner down the road. So what's most important is
being able to recognize the positives in your partner. That makes the
business be about business and not emotions.
From creating an emotional connection with the brands we
work with to being a platform, a curated spot where these brands
can tell their story, the things that are most important for a shop
owner is the customer experience. You can't buy that online.
Some of my former Quiksilver buddies started a clothing line
and community movement called Kekoa Collective. It's based
out of Hawaii and brings the surf, yoga, and jiu-jitsu communities
together. Watching them grow and seeing how they have done it
gets me stoked to push harder for my own projects.
When someone comes in from another part of the world and says,
"This is a really awesome store. It feels homey," or when I'm sitting in the
line up and see all my friends, all of my community, sharing in surf, that's
when I sit back for a second and think, "Sweet! I'm a part of this." O.R.

Courtesy Christian de la Iglesia

Iglesia started surfing at age 11, buying his first board for $50. After a stint
in Hawaii to get to the roots of the sport, he landed a job with Quiksilver
back home in South Beach, growing with the brand as it proved it could
compete in a crowded corporate retail space. In 2005 he went to work for
what was then the only surf shop in Miami, Island Water Sports Miami,
and in 2008 he partnered with like-minded skate nerd Mark Gamez to
open F1RST Surf Supply in an 1,100-square-foot space in South Beach.
"It was tough from the onset," de la Iglesia says. "The economy was in the
dumps, we had a landlord not willing to do any sort of rent relief, and
we were a new surf shop, trying to get noticed in a town that is a desert
for waves." The shop thrived, however, and helped grow the local surf
community. That success inspired de la Iglesia and Gamez to partner with tattoo celebs Ami James and Chris Nunez and open up a new
3,600-square-foot skate-and-ink shop, Division, in Miami's Wynwood
neighborhood, known for its graffiti-covered warehouses.



Outdoor Retailer - Summer 2018

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2018

OUTDOOR RETAILER - SUMMER 2018
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
BIG PICTURE
CASE STUDY
IDEAS
CHRISTIAN DE LA IGLESIA
SHIRA EPSTEIN
EMPLOYEE OF THE MONTH
RESEARCH
SAWYER LAND + SEA
DISASTER STRIKES
BE THE BRAND
BREAD+BUTTER
PADDLING HARDGOODS
THE RENEWAL WORKSHOP
BROWN GIRLS CLIMB
COUNTER CULTURE
THE VIEW
HOW I GOT HERE
FROM THE ROAD
#REPLIFE
BACKSTORY
Outdoor Retailer - Summer 2018 - OUTDOOR RETAILER - SUMMER 2018
Outdoor Retailer - Summer 2018 - Cover2
Outdoor Retailer - Summer 2018 - 1
Outdoor Retailer - Summer 2018 - CONTENTS
Outdoor Retailer - Summer 2018 - 3
Outdoor Retailer - Summer 2018 - 4
Outdoor Retailer - Summer 2018 - 5
Outdoor Retailer - Summer 2018 - 6
Outdoor Retailer - Summer 2018 - 7
Outdoor Retailer - Summer 2018 - 8
Outdoor Retailer - Summer 2018 - THE PULSE
Outdoor Retailer - Summer 2018 - HEADLINES
Outdoor Retailer - Summer 2018 - 11
Outdoor Retailer - Summer 2018 - MERCHANDISING
Outdoor Retailer - Summer 2018 - 13
Outdoor Retailer - Summer 2018 - MARKETING
Outdoor Retailer - Summer 2018 - 15
Outdoor Retailer - Summer 2018 - BIG PICTURE
Outdoor Retailer - Summer 2018 - 17
Outdoor Retailer - Summer 2018 - 18
Outdoor Retailer - Summer 2018 - 19
Outdoor Retailer - Summer 2018 - CASE STUDY
Outdoor Retailer - Summer 2018 - 21
Outdoor Retailer - Summer 2018 - 22
Outdoor Retailer - Summer 2018 - 23
Outdoor Retailer - Summer 2018 - 24
Outdoor Retailer - Summer 2018 - 25
Outdoor Retailer - Summer 2018 - IDEAS
Outdoor Retailer - Summer 2018 - 27
Outdoor Retailer - Summer 2018 - CHRISTIAN DE LA IGLESIA
Outdoor Retailer - Summer 2018 - 29
Outdoor Retailer - Summer 2018 - SHIRA EPSTEIN
Outdoor Retailer - Summer 2018 - 31
Outdoor Retailer - Summer 2018 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Summer 2018 - 33
Outdoor Retailer - Summer 2018 - RESEARCH
Outdoor Retailer - Summer 2018 - 35
Outdoor Retailer - Summer 2018 - SAWYER LAND + SEA
Outdoor Retailer - Summer 2018 - 37
Outdoor Retailer - Summer 2018 - 38
Outdoor Retailer - Summer 2018 - 39
Outdoor Retailer - Summer 2018 - 40
Outdoor Retailer - Summer 2018 - 41
Outdoor Retailer - Summer 2018 - DISASTER STRIKES
Outdoor Retailer - Summer 2018 - 43
Outdoor Retailer - Summer 2018 - 44
Outdoor Retailer - Summer 2018 - 45
Outdoor Retailer - Summer 2018 - BE THE BRAND
Outdoor Retailer - Summer 2018 - 47
Outdoor Retailer - Summer 2018 - 48
Outdoor Retailer - Summer 2018 - 49
Outdoor Retailer - Summer 2018 - 50
Outdoor Retailer - Summer 2018 - BREAD+BUTTER
Outdoor Retailer - Summer 2018 - PADDLING HARDGOODS
Outdoor Retailer - Summer 2018 - 53
Outdoor Retailer - Summer 2018 - THE RENEWAL WORKSHOP
Outdoor Retailer - Summer 2018 - 55
Outdoor Retailer - Summer 2018 - BROWN GIRLS CLIMB
Outdoor Retailer - Summer 2018 - 57
Outdoor Retailer - Summer 2018 - COUNTER CULTURE
Outdoor Retailer - Summer 2018 - 59
Outdoor Retailer - Summer 2018 - THE VIEW
Outdoor Retailer - Summer 2018 - 61
Outdoor Retailer - Summer 2018 - 62
Outdoor Retailer - Summer 2018 - 63
Outdoor Retailer - Summer 2018 - 64
Outdoor Retailer - Summer 2018 - 65
Outdoor Retailer - Summer 2018 - HOW I GOT HERE
Outdoor Retailer - Summer 2018 - 67
Outdoor Retailer - Summer 2018 - FROM THE ROAD
Outdoor Retailer - Summer 2018 - 69
Outdoor Retailer - Summer 2018 - #REPLIFE
Outdoor Retailer - Summer 2018 - 71
Outdoor Retailer - Summer 2018 - BACKSTORY
Outdoor Retailer - Summer 2018 - Cover3
Outdoor Retailer - Summer 2018 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day3
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https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day2
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