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LAKE EFFECT SURF SHOP

@lakeeffectsurfshop

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Milwaukee’s Surf Shop - 2015-2025
Home of @wilohaclothing & @resinexchange
Host of the "Live at Lake Effect" music series

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“Kentucky Derby” live at @lakeeffectsurfshop for @wuwmradio 🏄‍♂️ 📻

Filmed by @the_visionarystudios

#flyingv #surf #indierock #tinydesk

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Northbound toward the Dairyland mecca, Chicago surfers pass it by. And why would a Sheboygan surfer leave their slice of heaven? This overlooking of Milwaukee leaves their various breaks mostly empty. A crowd in MKE is only about a dozen, and that’s a dozen on a first name basis.

It is a city of contrasts. Passcode-protected communities butt up against struggling ones. Chain link fences divide industry from bike paths. It’s a constructed metropolis on the shores of an untameable sea. Nearly 600,000 people live here. Yet only a few dozen surf year-round.

Wave riders have found a home in MKE through the generations, with elders Ric L, Joe Medrow, and Snake and Todd Fillingham paving the way in the days of weather radios and beavertail wetsuits. Eric Gietzen, Ken Cole, Ryan Bigelow and John Altmann held it down in the 90’s and 00’s and can still be found in the lineup. Today, the locals congregate through their local Surfrider chapter.

Zoe, current vice chair of the chapter, is a graphic designer and one of the city’s few female surfers. She says the lake is another world. Only a hundred yards away from the stacks and towers and highways, she finds herself removed from the noise without even leaving the city.

Before any surf shop, the community was disjointed and underground. Andrew Wallus didn’t know of any other shortboarders until he met Rusty Malkemes and Adam Kuhnen. After a few years, a small crowd interested in similar riding styles had formed. The Brat Boys etched their own shortboard scene in MKE.

In the following years, Jake and Alaina Bresette tied everyone together through Lake Effect Surf Shop, where they supplied gear, hosted live music, and formed a gathering place. Sadly, their doors are closed after a decade of serving the community. Tamir, the local shaper, has stepped in to fill the void, supplying surf wax and steady ding repair courtesy of the city’s various cobblestone, rebar, and concrete hazards.

Some call it “Brew City.” Some call it Smallwaukee. If you decide not to skip it over on your drive, you’ll probably find yourself on the other end of a session sharing a local beer in the parking lot.

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In 2021, I wandered into Milwaukee surf shop, Lake Effect, and instead of the owner selling me a board, he asked me if I’d ever consider playing his shop for a Tiny Desk style video series. I half-jokingly said I’d rather produce the series and I walked away that day with a new series, “Live at Lake Effect,” that I co-produced for years on Milwaukee’s NPR with Audrey Nowakowski. It was a labor of love for all and I really enjoyed being on the other side of the microphone, interviewing and booking bands from all over America. Before the shop closed this fall, I swapped roles and honored the initial ask from the surf shop owner, Jake Bresette. 🏄🙏

Fair winds and following seas to all the talented hands and hearts that went into this series. We had the privilege of having the Visionary Studios team film/edit the videos and Jason Rieve on the recording/mix. All the videos are over on WUWM 89.7 FM’s YouTube page and I encourage you to check ‘em out. There were some really special moments. 🎤🎥

So with this nautical chapter closing, where should we record bands next, Milwaukee?! 📻

Drums - @llrlrr
Bass - @wolffnote
Guitar - @quinnstamatic

#surf #surfshop #surfrock #livemusic #tinydesk

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Livin’ is good
#2025

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lake effect surf shop forever

Jake & Lake Effect have been pivotal in my surfing journey. I walked into Lake Effect with Jake behind the counter on a gray March day almost 3 years ago and bought a 5/4 wetsuit having never even touched a board before. And now here we are, I can’t begin to fathom a life without surf! Thank you Jake for all you’ve done for the surf community in Milwaukee and beyond 🌊🏄🏻

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Wisconsin, you welcomed us like one of your own. Genuine people that immediately turned into friendships and sharing the stoke out in the water🤙🏼

We knew where we wanted to go and what to do - but the outcome seems so surreal, it was kismet.

Before even checking into our place, we knew we had to stop at @lakeeffectsurfshop. See what that had, but to also appreciate the space and the culture that came with it. @biglakejake was also there - we got to chatting and we recognized the amount of respect he has for his locals and his surf scene he brought to the Atwater area - even giving us a few key tips when getting into the water. While this was happening, ironically @brudny was there capturing this key moment for all of us.

That next day, driving up the coast - making little pit stops along the way to see the waves, we got the boards out and ready to ride in Sheboygan. What a solid morning out on the water. Seeing about 20 surfers out there just made us more stoked! Meeting some new faces, connecting with ones we’ve only chatted with via social media, and also running into some of our fave Michiganders @josiahhuisman and @ellynskodack - it made jumping off the pier to riding every party wave together that much better.

We then caught up with our buddy Andrew over at @eossurf - checked out his space and chatted about all the upcoming things we’re lining up - it was a huge moment for us. (big things coming soon!)

Connecting with people that share the same stoke as you is a great feeling. This is an anniversary / business trip that made a forever impact on us. Can’t wait to go back.

✌🏼- D+Z

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A true end of an era watching @lakeeffectsurfshop close its doors at the end of this month.

The first time I walked through the doors of Lake Effect it was to convince @biglakejake to let me take photos for the shop, and almost 9 years later, it has resulted in some of the most amazing creative opportunities and friendships I’ll ever have.

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Someday when the dream becomes a reality.
Support your local surf and skate shop.

#surf #paddleboarding #skate #surfshop #skateshop #surfing #standuppaddleboarding #skateboarding #local #localbusiness #smallbusiness #dreambig #lovelife

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HOMES: one shot on each lake.

Do you think Hurrican Erin will stir something up in the lakes?

Huron: @c_dyk
Ontario: photo by @d.weare, surfer: @randymacd85
Michigan: @lakeeffectsurfshop
Erie: Google Maps, unknown
Superior: photo by @ryanrumpca

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It's that time of year again and it's one month from today, so mark your calenders. We had a great turnout last year and hope to have an even bigger one this year. Leave a comment or DM directly if you need directions or have questions, suggestions for the festival. Will be meeting at the Sliding Rock boat ramp at 3pm. Hope to see you there!

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Don't let the summer months go by without getting on the water. There is nothing better than warm sunshine and cool water on your feet. Hit me up. I'm happy to get you out there.

#sup #paddle #paddleboarding #standuppaddleboarding #standuppaddle #paddleboarder #suplife #supboarder #paddleboard #summer #summertime #summervibes #sunshine🌞 #lakelife #oceanlife #sealife #riverlife #outdoors

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🔍 Where’s Waldo? He’s here in Shorewood! 🔎
This July, pick up a stamp card, visit local Shorewood businesses, and keep an eye out for those signature red-and-white stripes. Spot Waldo at any of these locations and get your card stamped by the shop to win prizes! 💙

Can you spot Waldo in this picture? 🕵️

Visit our website to learn more!
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#FindWaldoLocal #WheresWaldo #ShorewoodWI #IndieBookstore #ScavengerHunt #ShopSmall #childrensbookshop #localbookstore #waldo #mkewithkids #eventsforkids #northshorewi

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