Southern Man
The Southern Soul: A Half-Century of Change on the South Coast
In April 1974, a small shop opened its doors in the “Top of Town” complex in Ulladulla. It was a modest surf shop and jeanery, but it carried a name that echoed a global movement: Southern Man.
Five decades later, that name has become a landmark of the New South Wales South Coast. But as we celebrate our 50th year, we know that names carry weight. In 1974, “Southern Man” was a choice made in a different era. Today, it stands as a bridge between our rugged heritage and an inclusive, modern future.
The Anthem: Why the Name Matters
To understand Southern Man, you have to go back to the turntable. The shop was named after Neil Young’s 1970 masterpiece—a song that wasn’t a celebration of the status quo, but a fierce, haunting call for “Southern change.”
When David and Joy Matthew founded the shop, and when the Saunders family took the helm in 1979, that spirit of revolution was part of the Australian surf identity. We weren’t just selling boardshorts; we were part of a cultural shift. On the South Coast, being a “Southern Man” didn’t mean sticking to the old ways. It meant escaping the industrial grind of the city to find a more authentic, natural, and progressive way of living by the rhythm of the tides.
1979: The Saunders Legacy Begins
The heart of Southern Man has always been family. In 1979, Kent and Juanita Saunders made the move to Ulladulla, initially working at Saunders Menswear before swapping roles with Kent’s parents, Nan and Joe.
This was the era of the “Green Cathedral”—a time when the South Coast was a frontier of empty points and secret reefs. Kent and Juanita didn’t just run a business; they built a community hub. They were there when the single-fin gave way to the thruster, and when the local boardriders clubs first began to find their voice.
1984: The Highway Landmark
By the mid-80s, the “Top of Town” couldn’t hold the energy of the shop any longer. In 1984, Southern Man moved to a purpose-built home on the Princes Highway. This was the “Neon Era” of Australian surfing. The jeans were traded for the bright, bold labels that defined a generation: Rip Curl, Quiksilver, and Billabong.
The highway shop became a mandatory stop for surfers trekking down from Sydney or Canberra. It was more than a retail space; it was a coastal lighthouse that signalled you had finally arrived in the deep South.
The 90s: Breaking the Lineup
One of the most significant chapters in our 50-year story happened in the early 1990s. As women’s surfing exploded onto the world stage, Southern Man was at the forefront of the shift. We realised early on that the “Southern Man” identity belonged to everyone who shared a love for the salt.
We expanded our horizons, introducing dedicated women’s surfwear and swimwear collections that transformed our demographic. We didn’t change our sign, but we changed our soul—proving that our heritage was about the Southern Ocean, not a gender.
2012 and Beyond: A Modern Vision
In 2012, we took our biggest leap yet. We moved into our brand-new, modern flagship store inside the Woolworths complex. Twice the size of our previous home and designed with a minimalist “ply-and-glass” aesthetic, the new space was a statement of intent.
In 2013, this vision was recognised on the national stage when we took out the “Fit-out of the Year” title at the Australian Surf Industry Awards. It was proof that a heritage brand could lead the way in modern design.
50 Years Strong: The Third Generation
Today, Southern Man is proud to be a third-generation family business. Kent and Juanita, with their sons—Ben, Tim, and Marty—are now driving the brand forward. We’ve evolved from that small 1974 jeanery into a premier Rip Curl MVP partner and one of Australia’s fastest-growing online surf retailers.
We are often asked why we haven’t changed the name. The answer is simple: History. The name “Southern Man” honours David and Joy, who started it, the Saunders family who nurtured it, and the three generations of Ulladulla locals who have walked through our doors. It represents every “first board,” every “southerly buster,” and the enduring grit of a family business that has stood the test of time.
To us, “Southern Man” is a state of mind. It’s for the girl paddling out at dawn, the family on a road trip, and the grommet getting their first wetsuit. We are here for the “Southern change,” the Southern swells, and every soul that finds their freedom in the water.
Southern Man Surf Shop. Family Owned. Locally Grown. 51 Years Strong.
Where to Find Us
Today, the Southern Man experience lives across two unique physical storefronts in Ulladulla, backed by a fast-growing digital store that brings the best of the South Coast to surfers right across Australia.
Whether you’re looking for high-performance hardware, premium technical rubber, or the latest coastal fashion for guys, girls, and kids, our crew has the local knowledge and expertise to get you sorted.
Southern Man Ulladulla
Our award-winning flagship store is inside the Woolworths complex. Designed with a clean, modern ply-and-glass aesthetic, it features dual access from both the highway and the shopping centre and houses our extensive range of multi-brand apparel, hardware, and premium surfboard hire.
Rip Curl Ulladulla
Our dedicated, premium brand storefront showcasing the very best from the Ultimate Surfing Company. Drop in here for the ultimate selection of world-class wetsuit technology, technical gear, and iconic search apparel.
Southern Man Online
Our digital storefront, packing and shipping the world’s best surf brands nationwide from right here on the coast. Fast, reliable, and backed by the same genuine family service we’ve given in-store for over half a century.
