What do you get when you bring a group of like-minded surf addicts together? The answer is a surf shop that likes to help the community, pass on their knowledge about surfing and protect the ocean. Welcome to Jah Shaka.
I meet two of the Jah Shaka surf disciples, Griff and Eli, who are keen to explain why Jah Shaka is more of a religion than a commercial enterprise.
Founded in 2009, their shop is located in the heart of the old town of Lagos and has doubled in size since it began 14 years ago. From this welcoming space, with a live stream to the Meia Praia waves, you can acquire many of the top surf brands, including Rip Curl, O´Neil, Billabong, Oakley, Vans, Vissla and FCS. But the Jah Shaka crew emphasise that they are more about community than selling branded gear.
They offer a service to the surfing community and visitors that attempts to replicate the ethos of the sport. “Give and thou shalt receive.” In line with this mantra, they offer discounts on everything in their shop to all local surf clubs.”To buy a wetsuit every year for a growing child is expensive, so it is very important that we are helping to make the sport more accessible and more sustainable,” explains Eli. In line with this ethos, they also organise beach cleanups as part of their community work.
Rather than offering surf lessons themselves – they give their knowledge and guidance to those that need it – directing you to the right surf school, finding you the right spot to surf, and matching you to the right board – giving their disciples the best possible experience. “We are so surf addicted this is just natural for us,” explains Italian Eli, who has been a Shaka convert for three years. They are also a booking centre for any adventure activity you could imagine, like SUP, kayaking, skimboard lessons or kite surfing instruction.
But they are keen to stress that they are not corporate. “We like to give a service to the community and share our shaka vibes,” explains Eli. This extends to mentoring young surfers They offer a non-profit service for kids who are learning to surf. Helping to spread the surfing vibe are the Jah Skaka up-and-coming surfers, who receive sponsorship in return for promoting the Shaka spirit. Jah Shaka currently helps Alex Ferreira, Miguel Braz, Moreno Lelis, Benjamin Magalhães, Jack Smith, Ale Rista, Chirs Michalak and Tomas Alcobia, who are all chosen for their talent and shared values. “We want to support the young generations who are following their passion.”
The Jah Shaka mindset also includes recycling equipment, not just selling new equipment. They offer buybacks on boards, which they say is a big incentive for digital nomads who want their own board and then move on. They also have their own brand of surfboard called System Surfboards. They are designed and shaped in collaboration with local shapers in the Algarve. This year, in conjunction with Lagos Wake Park, they will host their second-hand market for surf and watersports equipment. Not only will they offer their own used equipment, but anyone is welcome to come with no longer-needed boards and wetsuits. Griff is really excited about the event that will be held on 4 June. “It will kick off the summer season – out with the old and in with the new. The Wake Park has just built a new skate ramp, so it will also be great for kids, with cash prizes for skate tricks. It´s really important to give kids a focus as well as adults, to keep them on the right path and away from other temptations.”
The event was a great success last year and incorporates food, a band, DJs and stalls for artisans. “To buy a wetsuit every year for a growing kid is expensive, so it is very important that we are helping to make the sport more accessible and more sustainable,” explains Eli. In line with this ethos, they also organise beach cleanups as part of their community work.
The Jah Shaka helping hand also reaches out to local artisans. They are enthusiastic about helping to display their products, so their event in June will feature craft stalls giving local crafters and artists a space to display their wares.
In a world where surfing has been grabbed and hung out to dry by the corporate world, experiencing the Jah Shaka energy is quite literally like being hit by a wave of positivity. So this summer, get your Shaka on and go and visit their shop. Otherwise, you might be all washed up!
Follow Jah Shaka on Instagram for product information and event updates @jahshakashop
