Liquid Underground

When did you start your business?

I think I started Liquid Art Studio around 1996 as a full service textile and graphic art studio specifically geared towards serving the surf industry.

Do you consider the location of your shop a key factor to the business’s success?

As an active artist in the surf industry, I think you have to be in the mix of everything going on. My location allows me to keep my finger on the pulse of the scene. Whatever that is today.

Who is your average buyer?

Anybody that likes what I draw and print. I try not to formulate anything and keep the graphics true to surf culture and what I like, not trends.

If a total Barney walks in do you treat him with the same respect as a full on loc?

Yes, but only as a human being-not as a surfer.

What is the dumbest question a customer has ever asked?

I don't know. I think it is more a matter of someone being misinformed over being ignorant on subject matter that we may take for granted in our little surf world.

Do you have a mascot (ex. - An animal that roams freely throughout the building)?

I have a couple, but I try to spray regularly.

What is the craziest return a customer has ever tried to make?

I don't do returns. It's a tee shirt, wax your car with it.

Does your store support any local surfers or have a surf team?

I support all of the local surf bro's. I also support Shorecliffs Middle School surf club and team.

What is your most annoying grom story?

I love the energy of Grom's. The unrestrained stoke of a 14 year old surf grommet is an attitude and energy we would all be best served to maintain in our own lives.

Have you ever had any type of celeb roll in and make a purchase?

Do you mean like a Farrah Fawcett or like a Dan Merkel or like a Dick Hoole?

Have you ever pulled a hot chick/guy solely due to the fact that you own/manage a surf shop?

No, but I pulled a guy out of the water by his leash once... o.k. maybe more than once, but not the same guy, honest.

How many days a week do you surf now compared to before you owned/managed a surf shop?

We had a good little mixer at the sand bar about three weeks ago and I did about 25 hours in four days. For some of us fortunate ones, sometimes it is the other way around, where work is a rest from surfing.

Who is your favorite surfer and why?

Answer to part 1: Definitely somebody you and I have never heard of. Answer to part 2: Because you and I have never heard of that somebody. Mysto is gold.

Has a customer trying on clothes ever walked out completely naked?

No, but if they managed to miss their whole body while trying to put a clothing item on, they probably have more serious problems. Besides, naked is cool.

Has a person ever walked in totally blitzkrieged (really intoxicated) and tried to make a purchase? If so elaborate.

No, but if they do, I will try to match them in hope we can understand each other better.

Every store has to deal with shoplifting. What is your most memorable experience and what is your shoplifting policy?

Ever been to Bali?

And last but not least tell us one of the craziest shop stories you can remember?

Hey man, what happens in the shop, stays in the shop.