Lake Effect Surf shop

In the Neighborhood

Lake Effect Surf shop

1926 E. Capitol Drive
Neighborhood: Shorewood
Founded: 2016
Owners: Jake and Alaina Bresette
Employees: 2
Service: Surfboards, paddleboards, skateboards, clothing and wetsuits


Lake Effect Surf shop

How did you decide to open a surf shop in Milwaukee?

Jake Bresette: “I’ve been surfing the Great Lakes for seven or eight years and when I went to look up surf shops, the only one in the state was in Sheboygan. I always wondered why there wasn’t one in Milwaukee. I was working in insurance, which was not what I wanted to do, so a few years ago, I thought it would be cool to start something in this area.”

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How big is the surf scene in Milwaukee?

“It’s getting bigger and bigger every year. Facebook and Instagram have really helped boost awareness of the sport. When I first started going out, there were maybe one or two other guys out there. Now, on a good day, you can see as many as 20 people at Atwater Beach.”

What is the top seller in the store?

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“Our local-themed clothing, like our Wiloha clothing, is definitely our best seller.” Wiloha is a word the Bresettes invented combining Wisconsin and Aloha, which has been a big hit with customers.

When you and your wife, Alaina go on vacation, is it always beach-based?

“A lot of the time it is ocean-orientated – I’m always looking for waves – but she is a killer snowboarder, so she’ll say, ‘Let’s do the slopes.’ We can appreciate anything.”

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What is your favorite beach?

“Here in Milwaukee, I really like Atwater Beach; otherwise, North Point, at the south end of Bradford Beach. In the state, Sheboygan is a great spot to surf.”

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