“The Story Behind the Foam”
A Legacy Begins
Over 50 years ago, a young surfer from the South Bay, Wes Price, decided to move to South Orange County with his wife and two little girls, crafting his own surfboards along the way. Born and surf-bred on the Redondo, Hermosa, and Manhattan Beach shores, Wes started surfing at age 15 before eventually making his way to Capo Beach, just north of San Clemente. In his garage, he began shaping and glassing boards for himself and others.
Wes married his high school sweetheart, Jan, in 1965. A few years later, they moved to Capo Beach, where he continued honing his craft while surfing the iconic south OC breaks—Dana Point, Doheny Beach, Capo Beach, San Clemente, and San Onofre—often without a wetsuit, braving those crazy water temperatures that dipped into the 50’s during the winter.
By 1972, after shaping more than 100 boards, Wes felt ready to start his own brand. Originally, he thought of calling it “Wes Swell,” but soon landed on “Natural Design.” With help from the Koala Co. advertising agency in San Diego, the Natural Design logo was born. Wes and Jan opened the Natural Design Surfboards shop at 1237 N. El Camino Real in San Clemente, right next to the “Suds-n-Duds” laundromat.
At the time, Wes worked full-time at General Dynamics in San Diego, so they brought in a close friend from the South Bay, Rocky Sabo, to help run the shop. When Rocky was surfing or unavailable, Jan would step in, often bringing their two daughters, Shari and Kristi, along. It wasn’t uncommon for the shop to be temporarily closed when the waves were good—remember “leaving the phone off the hook?” ~ surfing came first!
Jan Price
Jan & Wes
The Price Family ~ Wes, Shari, Kristi, & Jan
The Early Days
Natural Design opened before surf leashes were common gear, and the shop itself reflected the times. It had brown shag carpet, paneled walls, and corkboards to display sale items and specials. The store carried everything a surfer could need: bamboo surf sandals, Tom Morey hats, OP and Sundeck clothing, Churchill Swim Fins, and wax from Wax Research in Leucadia (the original purple!).
As the years passed, the inventory expanded to include wetsuits from Body Glove, leashes from SurfMore, and surfboards from other local shapers. Newport Foam, Rogers Foam, and Clark Foam were essential to the shaping process, and Wes collaborated with well-known glassers (Gordon & Smith and South Shore Glassing), and shapers like Terry Martin, Midget Smith, and Bryan Clark. Jack Meyer did the airbrushing, adding color and personality to each board.
The shop’s success attracted Hawaiian talent like surfers Dane Kealoha and Buttons Kahuiokalani, who visited the shop. The official “team riders” were Rocky Sabo, Joey Buran, Willie Grace, Randy Laine, Jeff Leischman, Marty Blanda, Gary Ziegler, Midget Smith, Mike Perch, Hugh Limebrook, & Greg Rozunko. Surfer magazine, still in its infancy at the time, helped to spread the word about Natural Design, and before long, the boards & riders were competing in—and winning—surf contests in Cali, Hawaii, & Texas! See the actual articles in our photo gallery (“NDS Crew & Cars,” which is best to be viewed on a full screen rather than a cell).
The 1st location on El Camino Real
The 2nd location just a few blocks to the north.
Challenges and Triumphs
As with many businesses, there were ups and downs. The oil embargo of 1973-1974 caused a resin shortage, but Wes anticipated this and secured extra supplies, which enabled San Diego’s Gordon & Smith to continue glassing NDS boards. Meanwhile, the competition grew fierce with established names like Infinity Surfboards, Rick James Surfboards, and Basham’s Factory & Surf Shop all vying for market share. By 1976, the shop moved to a larger location at 1640 N. El Camino Real, across from ShadeTree Automotive, which still operates today.
Despite the challenges, Natural Design thrived, shipping boards to Japan, Virginia Beach, and even Ocean City, New Jersey. However, as the years passed, Wes found it challenging to balance his growing career in the computer industry with the demands of the surf shop. In 1980, with the surfboard market shifting and competition increasing, he made the tough decision to close the doors of Natural Design Surfboards.
Wes & a 1965 VW Bus
Terry Martin
Midget Smith
Joey Buran
Terry & Marty
Carrying the Legacy Forward
Wes reflects on his time with the shop fondly. Building boards, attending contests, and seeing his team riders succeed were the highlights of his career. Wes’s two daughters, Shari and Kristi, grew up in the surf shop environment and were immersed in the surf culture of San Clemente as well.
Today, Wes continues to live in San Clemente and is an avid deep-sea fisherman with his boat, the “Reel Adventure.” Surrounded by family who love and admire him, Wes’s legacy with Natural Design Surfboards lives on, over 50 years after it first began.
See our gallery of images