Some say that RedDog was born in the Timucuan legend of the Red Hurricane Dog. Old timers say that long before the Europeans conquered this land a young red dog befriended a local Timucuan Indian boy. This outgoing four-legged fur ball ended up becoming adopted by the entire village and would eagerly help the fishermen and oyster collectors. He was well loved by everyone and trusted by the chief and children.
One late summer, Red Dog wouldn’t sleep and barked nervously as if it to warn the village of something. Unbeknownst to the natives, a tremendous hurricane was spinning off the New Smyrna coast heading directly towards them. Red Dog somehow convinced the villagers to evacuate inland, saving them from almost certain death. A hero to the village; statues were erected, and the Red Dog was forever celebrated in song and dance for saving so many lives.
In fact, some say in late summer months, after a storm if you look and listen closely you can spot the ghost of Red Dog in the Publix parking lot barking and baying to warn villagers of an impending hurricane.
Others say Dave Sokoll started the shop in 1985 with a business partner as a way to encourage young surfers to buy T-shirts so he could get gas money. They say the building was originally a Kentucky Fried Chicken. It is said that you can still smell fried chicken and biscuits in the store on warm evenings.
We will never really know the true story of Red Dog. What scientists and Historians have discovered is that they offer the finest surf goods available to help you get gnarly. They are also purveyors of epic surf threads to keep you stylin’ all year long.