Living and working in Bondi in late 2013, founder, Alison Cotton, hit a crossroads of disconnect in all aspects of life.

From this period, the overwhelming desire to reconnect was the catalyst for the concept that FIRST BASE was imagined under.

Cotton decided to create something that was ultimately about getting down to the bones, about stripping away all of the things in life that seemed unnecessary and truly getting back to basics.

The idea was to take her love of surf and sports culture and build something that was clean, simple and iconic,
just like Bondi Beach.

And just like that, FIRST BASE was born.