In 1998, Keith Richards decided to open up the best surf shop in town. What town? Falmouth, a neat little place tucked in the coastal county of Cornwall. His mission was and still is to bring the best surf equipment the planet has to offer. If you are nearby, come in and have a chat, he's one of the best conversationalist of all time, whether it's about surfing or what wood to use for a project you might want to take on. If you aren't nearby, have a browse through our awesome selection of in house branded clothing or some wax to keep you on that board when you're trying a switch inverted frontside air reverse. Keith believes in doing what you love. His philosophy for Freeriders is to cut the crap and just surf.