The Movement to Make Surfing More Sustainable Catches a Big Wave

At Linda Mar Beach, south of San Francisco, an old-school surf shop sits in a commercial strip that fronts a mile-long crescent of sand. The windows are plastered with the logos of big brands, while inside skateboard-toting teenage boys and grizzled older surfers roam the aisles. The store’s website divides merchandise between “dudes” and “chicks.”

Next door, the Traveler Surf Club & Coastal Outpost offers an ambience that’s more boutique than bro. It’s a bright, airy space with hot showers, gathering places and lockers for storing surfboards. The gear for sale can also be hard to find in traditional surf ...