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In the late 1970s, when surf companies like Billabong and Quiksilver were new to the scene, conditions were right for them to blow up. They were able to take advantage of the first big wave of the surf industry with then revolutionary board shorts-stylish, functional, and quick-drying.

When the second big wave came along, the companies designed clothing for girls with the junior gromette in mind. So Billabong and Quiksilver's Roxy were able to get a good ride out of the surf-chick fashion wave.

But now the third wave of the set is rolling in, the active women's market, and there are some women in Santa Cruz, California who are hoping to catch this one and ride it all the way to the beach.

New Surfers in the Line Up
Santa Cruz is home to several smaller, female-owned businesses, like Blu Emersion, Betty Belts and Girls4Sport, companies at the forefront of the active women's market. "These new lines are moving the focus toward real functional surfwear that's built to last for the active woman surfer," says Sally Smith, owner of Paradise Surf Shop in Santa Cruz.

Another player in the movement is Kim Ruby of Girls4Sport, who believes that being in touch with women gives companies like hers an advantage.

"We're stoked because we get to work with a lot of women. You know, we love men, but we just think that as women we know the women's market, we know what we need, we know how to talk to [women] to make a good product," says Kim. That's not to say that big companies don't have women designing, but I'm sure their influence isn't quite as strong as it is in our company. We're really out there and we really know what's needed."

The past few years have seen a marked increase in the number of women taking up surfing. According to data provided by the Surf Industry Manufacturer's Association, the percentage of females surfing at least once a week has grown more than 30 percent in the past five years. Girls4Sport is looking to capitalize on the growing active women's market while helping women feel more comfortable in the water - no mater what their sport.

"When I started surfing I had to man's rash guard, and I'm not flat-chested, said Leanne Riem of Girls4Sport, whose company builds rash guards with built-in shelf bras. "It's just nice to have a little extra something that keeps things in place and ads an extra layer of privacy."

While Billabong's girls' line and Quiksilver's Roxy generate millions in revenue each year, the smaller, Santa Cruz-based companies generate considerably less - but you won't find the owners complaining. On the contrary, these women are stoked to be able to do fulfilling work and find time to surf the waters off Santa Cruz.

"This is what I want do be doing for the rest of my life," said Blu Emersion's Lizz Hess. "If you can be successful here then you are super stoked, 'cause people look to Santa Cruz for something different and cool."