Aussie Island - A Wilmington Staple for Over 30 Years
Aussie Island Surf Shop
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Aussie Island Surf Shop 〰️
Dean Lassiter (left) and Chris Jackson (right) stand behind the counter of their shop off New Centre Road.
Aussie Island has been servicing the Wilmington area for all surf, snow, and skate needs for over 30 years. But I don’t think solely the title of “surf shop” properly does them justice. The shop is more than that, acting as a community center for all things surfing, skating, snowboarding, and anything else that qualifies as cool. Employees treat everyone that walks through their doors like they have known them for years - and most of the time, they have.
The shop began in the early 1980’s, with the name inspired by a previous owner’s trip to Australia shortly after college. When Dean Lassiter took the store over in the late 80’s, he was a recent Cape Fear Community College grad, previously living in Raleigh before moving to Wilmington for school.
The original Aussie Island location was in Landfall shopping center prior to the development of the Mayfaire shopping center. Wilmington looked tremendously different back then, with Military Cutoff Road being just two lanes. Dean recalls the booming movie industry in Wilmington taking off around that time, with actors swinging by the store in the initial days of the opening.
Since then, there has also been a store on Wrightsville Beach - and now Aussie Island is located in a singular 3,000 square foot location off New Centre Road in Wilmington, by Target.
One of the original Aussie Island locations on Wrightsville Beach.
“We still have people walk through our doors and ask if we opened recently. We are quick to tell them we have been open for over 30 years.”
With 30 years of existence comes 30 years of change. Chris Jackson, the manager of Aussie Island who joined the shop’s team in 1999, can speak directly to how different surfing is today than when it began. “Surfers were seen as outcasts,” he says.
Dean recalls how there was a “tight knit, small, and hardcore surfing community” in the early to mid 80’s. The growth has not occurred overnight, but over time the number of surfers has jumped from a modest few hundred, to thousands. This has been great for the surf business overall, and is obviously is a significant departure from its humble beginnings.
History covers the walls inside the shop.
“With the rise of social media, everyone wants to surf.”
Sticks for sale in Aussie Island.
It’s tough to say what the future holds for surfing in the greater Wilmington area. Popularity seems to continue to climb, and doesn’t show signs of slowing down anytime soon. The sky seems to be the limit, as more and more people seem to be discovering surfing each year - whether they are trying it for the first time on a visit to the beach, or seeing a clip of someone ripping on Instagram.
But if one things for certain, Wrightsville Beach will continue to pump out some of the best surf talent on the East Coast, and globally. “Wrightsville always has one guy that goes out and does really well,” says Chris - noting local talents like Ben Bourgeois and Owen Moss as a few examples.
Ben Bourgeois, who was inducted into the East Coast Surfing Hall of Fame in 2018, grew up surfing Wrightstville Beach. (photo credit: DJ Struntz)
The East Coast isn’t typically known for great surf. Ankle biters and knee high peelers are far more common than the deep, clean barrels seen in other parts of the world. “You get what you get and you gotta make the best of it. It can make some pretty good surfers for sure,” says Dean.
Grovelling, or making the most out of mushy soft waves, is an activity all surfers on the East Coast are far too familiar with. But the appreciation of big days comes that much easier for those used to surfing this side of the US. “When you get some good waves, you really enjoy it and it is that much more special,” says Chris.
The bathroom of the shop is epic. Filled to the brim with memorabilia.
“The coworkers and employees are my favorite part of running a surf shop. I truly consider all of them family.”
Dean says he has seen customers grow up over the years, from seeing kids come in the store back in the early 2000’s, to seeing those same kids grow up - now bringing kids of their own into the shop. Dean and Chris both noted seeing customers when they are out surfing, around town, and of course, when they drop by the shop - and truly feeling like they have built a personal relationship with everyone they have had the chance to meet.
It goes beyond just customers as well. Over the decades, Dean and Chris have built lasting relationships with surf reps, board shapers, and other vendors - a part of their journey they take great pride in.
In a world where in-person community seems harder and harder to find, Aussie Island has continued to embody that spirit over the past 30 years. Surfing in itself has a deep a community on Wrighstville Beach, but Aussie Island acts as an unofficial meeting spot for that community to link up.
Storefront of the current location on New Centre Road.
Of course owning a business isn’t always glassy conditons and offshore winds. There have been challenging times for Aussie Island - but as they have been there for the community, the community has been there for them.
When the COVID-19 pandemic brought the world to a standstill, there was uncertainty on whether or not the shop would be able to continue on. However, the community showed out to support them, even when they couldn’t allow customers through their doors.
“COVID really showed us who loved us. We couldn’t have people through our doors, but customers would swing by and purchase things they didn’t even need, just to help support the shop.”
The board collection at Aussie Island is immense. It effectively acts as part museum, part store.
Faith also plays a big role in the lives of both Dean and Chris, and is a broader theme of Aussie Island.
Psalms 118:24 can be found on both the website and painted on a skate deck in the store as well. “This is the day the Lord has made; we will rejoice and be glad in it.”
A verse that will resonate with all surfers, as paddling out and enjoying God’s creation is at the heart of what surfing is all about.
Be sure to visit Aussie Island for all of your surf, skate, snow needs, and more.
5101 Dunlea Ct STE 101, Wilmington, NC 28405
