AAA First Swell Lifestyle Bay

New in: clothing collection and functional equipment line!

AAA First Swell Lifestyle Bay

Discover the latest project, designed to support your action sports practice

The time has come to fill the gap between all the action sports centers. Alaïa has officially launched an online shop where you can find timeless collections (First Swell and Essentials), a few hand-shaped surfing gems by our local shaper Carlos Lopes, and a cool magazine featuring some of the finest Californian surfing legends! We offer you active equipment, specific knowledge and, of course, cool aesthetics.


Each clothing collection features its own identity. First Swell collection is a colorful and playful ode to surfing the Alps, whereas the Essentials Tees collection represents elegant pastel colors to fit every mood and every occasion. Both collections were produced with organic cotton and sustainable materials whenever possible to minimize our carbon foot print.


The first magazine edition – The California Issue – tells the story of catching Californian waves with sport and art pioneers, visiting classic spots and discovering hidden beaches.


Visit the website and explore the latest project!

Alaïa Bay Switzerland – Surf the Swiss Alps!