The 70s had just begun. Iñigo Letamendia (San Sebastian, Basque Country, Spain), Raúl Dourdil (Bakio, Basque Country, Spain), Merodio and Carlos Beraza (Cantabria, Spain)... long hair, shirts, music... surf fashion... they are: " "Tanganazo Boys". Surfing, the waves, the girls, the beach, they like it all, the world is there for them to devour and the jackets and ties are forbidden... Life is hard and they have to make a living, but life that they wanted: the beach life. As a surfer, making surfboards is her greatest pursuit. The first real surfboard factory is built in Casa Lola, Santander and the boards are called "Tablas de surf Santa Marina". This is the beginning and establishes the core values of Pukas.
Mid 70s. Surfers from all over Spain know each other (there could be around 100-200). Iñigo Letamendia founded a surfboard brand called Jeronimo Surfboards with a Californian friend named Jay Schodrowski. The man responsible for the art is called Txema Elexpuru. The Cantabrian Gonzalo Campa "Zalo" comes into play in 1977 and they change the name to Geronimo Surfboards with "G". Could stand for "guay" (which means "cool" in Spanish), or because of Gonzalo, take your pick.
They also opened a surf shop in Zarautz in 1977. The second ever in Spain. A year earlier, a man named Hilario from Madrid had opened the first store in this very location. The two parties involved share the tasks: Iñigo and Marian on the one hand and Zalo and Laura on the other. While Iñigo and Marian run the shop for two weeks, Zalo and Laura take care of Casa Lola. After that, they change responsibilities every 15 days. In the end, the Cantabrians settle in Casa Lola (Cantabria) and the Basque couple in Zarautz (Basque Country).
Pukas Surf Opening of the Geronimo Surf Shop in Zarautz 1977
In 1979 Miguel Azpiroz joined the movement. He is the younger brother of Marian, aka "Pajarua", and left the harsh profession of Anguilla fishing and became a key figure in improving the brand, which they called Pukas (which literally means "hole" in Hawaiian, not Basque) . A new store opens in San Sebastián (on Ramón Maria de Lili street), in front of the infamous Hotel Maria Cristina. The showpiece is a surfboard that only lasts two days. A penniless surfer probably had a blast with it.
Pukas Surf Iñigo Letamendia David Holguín "Chapucetti" Tenerife 80s
During these years, making surfboards was always part of the business. Garages, houses, industrial sites, any place was good to have a factory and build surfboards for the summer.
New people, new ideas and fresh energy are constantly being added to the team. Carmen Irizar is an "etxeko andre" (in Basque, much more than a woman of her house) who defined Pukas, or perhaps the Basque Country, in the early 80s. The presence of dynamic and active women improves business and gives the team a stronger approach. Others like Gabi Ugarte "profesor Tornasol", playboy, fan of subjects as diverse as photography and canaries are the "alma mater" of beach chaos. Shortly after Gabi left us, he was taken away by an incurable illness. He whispered to his closest friends, "What upsets me is that you stay." Hang in there Gabi, sooner or later we'll get there!
Surfing competitions are increasingly being organized, such as the one in Bakio organized by the Kiroleta club or the one in Zarautz by "Nito" Biescas. Perico Sanchez de Albornoz, former president of the Surfing Federation (the first ever) who died after an unfortunate accident at sea, gave a big boost to our surfing scene and got the crew flying and taking part in international events (UK, Ireland.. .). What we saw abroad inspired us to start our own event with a clear goal: to bring everyone together.
Pukas Surf Poster 1er Campeonato de Surf Pukas-Tanit 1980
Pukas Surf Poster 3 Campeonato de Surf Pukas 1982Pukas Surf Poster IV Campeonato de Surf Pukas 1983 Large
In 1978, after a few gin and tonics in the bar Moto Club, next to the Pukas shop, the crew of Pukas, Javi (Bar Tanit) and a few friends dare to organize a competition "hell yeah!". The first prize is a trip to Bali, great surprises for the finalists and a thousand other things; the invisible! Fortunately, the winner is Iñigo Letamendia and the struggling economy does not have to bear the costs of the competition. "This time everything stays at home!". Since then, Iñigo (co-founder of Pukas) has had time to relax through his surf safaris around the world. The years passed and each new edition of the Pukas competitions became more important. It became the most important event in the country and everyone wanted to be there. Prizes and charisma spoke for themselves. The PUKAS events were, as history has shown, more than just competitions.
Pukas Surf VI Campeonato de Surf Pukas 1985 Muro de Gros
A few years later, the crew opened a new store in the old town of San Sebastian and another in Zarautz. Surf fashion, a lot of work and creativity are the decisive factors in becoming one of the most important surf shops in the country. When the surfing current was at its peak, Pukas, in collaboration with Rip Curl, organized the first professional surfing competition in Spain. That was 1988. The best pros in the world gathered in Zarautz (not too many athletes, but a lot of pro surfers, if you know what we mean). PUKAS is the only surf shop and surfboard factory in the world to host such an event. PUKAS is also the nucleus for other emerging ideas and companies from which OLATU emerged. Over time, Olatu became Europe's leading surfboard factory, producing and distributing the best international brands in Europe.
Olatu (Oiartzun, Guipuzcoa) is becoming an important platform for a number of the world's best shapers: Ron Roush (Local Motion) has shaped for former world champions; Ronnie Woodword, an Australian who makes his living in Hawaii; Brian Ingham, shaper for Town&Country Australia, etc. But the list goes on: the Pascual Brothers, a Hawaiian veteran, versatile geniuses who make music, draw, paint and ride jet skis with ease.
All of the factory's local employees had proven experience. To name just a few: Eduardo Etxeberria, aka "Zips" or the popular Juan Carlos Gutierrez, aka "Guti", a very complete surfer and a better craftsman with polyester. The factory's surfboards sold by the hundreds and earned a good reputation. Pukas was the home of the surfers and working with the surfboards became encouraging and gave the entire team a sense of pride. Over the years the list grew with shapers like DHD, Pat Rawson, LSD, Gunther Rohn, Matt Biolos, Peter Daniels, Chilli, Tokoro, Mikel Agote, Johnny Cabianca, Axel Lorentz and an endless list of cutters, glaziers and profilers of all kinds , from geniuses to mad geniuses, all from different countries. It was hard to understand what was going on if you didn't speak English.
Pukas Surf co-founder Marian Azpiroz in her homemade bikini
But it wasn't just about surfers supporting the brand. Deep in the Basque Country, in Aginaga, Boni and her sister sew with expertise what Marian Azpiroz and her crew decided to produce. The bikinis made in this hidden factory overlooking the Oria River are (even today) custom-made, and "Taller Txiki" (which means "Small Factory" in Basque) is a secret that makes Pukas unique and the key to his success. Pukas is “Surfboards & Bikinis”.
The design, that inviolable magic, was a factor that distinguished the brand: shapes, colors, shapes or any other type of customizable parameters were not left untouched. That was our way of communicating. Incredible artists like Daniel Holguin "Chapuccetti", an in-house employee whose Pukas Pro posters, panel paintings and logo creations started an era. The impressive photographer and artist Jose Maria Zabala, whose images captured the invisible of the crazy people of the 80s and 90s. Zabala also contributed to the realization (along with Trank Pascual) of two of the most memorable Pukas Pro posters on two of his best editions.
And PUKAS is, above all, a big family that creates and works. Surfboards and bikinis. The team environment, based on mutual needs, was forged from its deepest origins: when a few families fostered a truly inspiring way of life. It was always about the family and their friends, about people who don't want to miss a good day of surfing and enjoy it as if it were their first. PUKAS is SURF.