Up & Riding was started in Hawaii, the surf capital of the world, by people not unlike many of our customers. We grew up in Hawaii, surfing, skating and wearing clothes from companies like Quiksilver and Billabong. Now that we are “all grown up” with small kids of our own, we enjoy seeing them styled out in the same type of clothing that we continue to enjoy wearing and the lifestyle that it conveys. We have a passion for surf fashion...ok sounds cheesy but really we love it. We remember those styles that you "had to have" to be it and and not try so hard. Of course gone were the styles of brights but now they are back again. But as dust turns to dust brights will fall from glory and our kids will look back at their own pics one day sporting those stylin boardshorts that once were so rad. And the cycle continues. That's what we love about fashion too.

So we began to try to fill the demand of shoppers looking for a place to buy the latest hard to find kids clothes from the various action sports brands. Quiksilvert began making kids versions of it’s clothing in the late 1990’s and found so much success that it was able to open a couple of “Quiksilver Youth” stores a few years later. Soon after other major brands, including Billabong, Volcom, O’Neill, Hurley, Element, Metal Mulisha, Rusty, Ripcurl and others began competing in this growing market much to our delight.

We strive to offer the most variety and best customer service to you. While we may not carry every style and color made by a certain manufacturer, we will offer much more than you will find anywhere else. We highly value your feedback to help us serve you better and ask that you contact us with any suggestions as to how we can improve our service and selection.

Why do we call our store Up & Riding? If you have ever watched a surfing, skating or snowboarding competition chances are that the announcer would say that a competitor was “up & riding” when they got to their feet at the start. In many ways life is like riding a wave and the young people who use our products are at the start their “wave” and are now “up & riding.” At the same time we celebrate and support riding beyond surfing, including, skate, snow, wake, motocross, among others and encourage everyone to get up and ride. So ride on...