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Think of us as a surf microbrew.

Made with a craftsman’s eye for detail.

Howdy. Fluid is a small surf company at the beach in Jacksonville, Florida. We pride ourselves in making apparel and custom surfboards with the quality to rival any of the big surf brands out there. Whether its a hand-built, custom epoxy surfboard, one of our “Ol’ Softees Collection” tri-blend, soft-print tees, or woven-label patch truckers, we’re aiming to change the way you think about a home-brewed surf brand.

When it comes to surfboards, one size does not fit all. Jim handcrafts each surfboard to fit your specific requirements. No two surfers ride the same or demand the same thing from their equipment. The possibilities can be overwhelming, but we help you focus in on the perfect board for you.



  • Jim Dunlop


    Jim started surfing in 1966 at Barbers Point, Oahu—later relocating to the east coast as the "shortboard revolution" was in full swing. As a kid in Virginia Beach during the early '70s, he stripped old boards and re-shaped them and was hooked, and has been building boards ever since.

    At his Jacksonville Beach factory, Jim shapes, paints, glasses, and sands every board by hand in-house. Low quantity—high quality, with a craftsman's attention to detail.

  • Jamie Borders


    A lifelong, second-generation surfer, Jamie consults directly with customers to help them dial in their equipment. He also designs all shop products and coordinates production. Jamie founded and ran one of the first surf report and community discussion websites, from 2000–2009. As a core member of the R&D team, he's put Fluid boards through the paces in the waters of Australia, Indonesia, Mexico, Central America, The Caribbean, California, Hawaii, and more.

What our customers say

  • I’ve been surfing Fluid boards for several years now.  Jamie and Jim are super helpful and masters at dialing in precision, performance and fun into every shape.  From shorties to longboards and everything in between, my Fluids are my go to boards.  Oh, and the Fluid clothing line up is equally fun, comfy and high quality!
    Kim Thorpe, Long-time Jax Beach surfer
  • For the last 10 years the design-build team of Jamie Borders and Jim Dunlop have kept me grinning as a Florida surfer. The Fluid team has a knack for boards that work in our conditions and turn out a quality product every time. Local knowledge and craftsmanship, fine tuned for the individual surfer.
    Patrick Riley, Jacksonville Fire & Rescue