Luke Darby is one of my best mates. I probably give him too much shit about being too cruisey, but I am in awe of his talent as a graphic artist and his desire [and ability] to harness new tech.

We met in 1993 working at NZ Surfing Mag, Luke was straight out of Design School, I think he was 19. Luke’s design helped transform the magazine into what we were trying to achieve. He’d bugger off to Western Oz or Indo for a few years and then we’d get him back for another stint at the mag…. I think we liked that he was doing that. Since then Luke has made my websites, worked on 09 mag with me and designed some of the Photo CPL Media books.

Luke in front of his old flat at North Piha…. ohhh the stories those walls could tell

The unassuming, humble chap is an absolute surf hound, he’s such a frother. He’s represented NZ at the ISA World Adaptive Surfing Championships, on the board of Adaptive Surfing NZ, coaches and instructs weekly…. and I still pay him out for being too cruisey… I’m a dick.

For the last few years Luke has been talking about the the idea of an App and website that could connect surfboard buyers with sellers. Solve a problem he was having; social platforms are sketchy AF, surf shops don’t really do trade-ins or stock many secondhand boards now. He’s been stewing and brewing it, evolving the concept… and now Surf Dims is live!

SurfDims is designed to make finding the right surfboard easier. Instead of doom scrolling multiple websites and social media groups, surfers can search for boards using:

Dimensions: Length, width, thickness and volume, with exact-match and range-based searches.
Fins: Search by fin setup and fin system.
Keywords: Find boards using relevant search terms.
Location: Search locally, nationally or globally.

Every few months, SurfDims hosts a surf-related giveaway. People can enter by listing a surfboard on the marketplace or by purchasing a ticket with an entry code.

Entry code? Instead of giving promotional money to big social media companies, Luke wanted to put it back into the surf community. The idea is simple: Surfers, clubs, and charities promote giveaways through their own networks using a unique code. When someone uses that code it directly supports them.

There is an entry code live right now for Para Surfing NZ, an organisation close to Luke’s heart. You only have to set up an account, either list a board or buy a ticket [funds go to Para Surfing NZ. Enter the code PARA on Surf Dims you go in the draw for a Morris Surfboards package worth $1500.00

Luke’s big picture; “Surfing has given me so much over the years. It's helped me build confidence, manage stress and overcome challenges. I want more people to experience those same benefits, particularly those facing mental or physical challenges. It's early days, but the vision is global: a marketplace built around how surfers actually search for boards, with a community-focused approach to the sport we love. Thanks for using SurfDims and helping me share the stoke.“

Go over to Surf Dims and have a look around, Luke’s made a very cool thing. Got some boards lying around you need to commoditise? Well, this could well be the way forward and you saw it here first.

Surf Dims Goes Live

And Deeen…..

It’s Here!!!

Surf Dims Goes Live

And Deeen…..

It’s Here!!!

The Golden Ticket