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- About the store
About the store
With a stock holding that is fully integrated with our online stores and TradeMe you can rest assured we have what you want in stock.
BRIEF HISTORY - Underground (Us)
Underground was started in 1997 by Nick Humphreys from the back of a car boot. After studying Marketing for 18 months, he flagged his Tertiary studies. Sick of doing assignments on bogus companies, he drew down his student loan money buying skate gear and printing tees. "I started with $3000, a wad of stickers and flyers, ten tees friends had designed, 15 decks my brother and I imported from the USA and my homework desk". Since then Underground skate has become Us. Specialising in Surf, Skate, Sup and Fashion. Our teams over the years has been rated as one of the best in NZ, winning many divisions of the Nationals. Underground has always been about ‘our community,' hence the name US. It represents us, the ‘jackass’ generation of young people who like to have fun, push the rules and enjoy our lives. ‘if you know what US stands for, then you are a part of US.’
Located right next to the water, it was inevitable and didn't take long for Underground to accommodate and move into the SUP/Surf industry. Today, Underground Surf has become pride and joy of Underground and is about as real as it gets for a retail / online surf shop. Based right by Orewa beach just north of Auckland, we are owned and staffed by passionate surfers who have a true love for Surfing and paddle boarding. Whether it's barrels in Fiji, Long lines at shippies, sharing waves with mates in a stormy, down-winders through the Hauraki Gulf or bombs off the bridge, the Us team like to get wet and love to talk about their passion for surf.
The bottom line is, with 20 years in the industry, you can be sure to get the best advice from passionate surfers who genuinely care about getting you in the water with the right board and loving it.
Underground's physical store is located at 306 Hibiscus Coast Highway, Orewa. Right across the road from Orewa beach only 20mins from Auckland. Come and see us for FREE advice and let us help you get into the water or rolling with the right board under your feet.