European wide sale

high quality sup boards


Noble design combined with high quality – incredibly fast boards designed and tested by Danny Ching. It’s time to join the Eurosquad.


We know that Danny Ching can paddle fast. The paddles he designs offer an optimal balance between power and load. It`s time to join the Herd!


Show that you are part of the Eurosquad or Hippo-Herd and wear it with pride. Colorful designs that make you stand out from the crowd.

about 404

The Brand’s story

404 is dedicated to delivering the highest quality SUP boards
with the uncompromising goal of performance. The
story of 404 began at the Battle of the Paddle in 2009. Greg
Jensen, a former pro surfer and shaper, and Danny Ching,
a world-renowned outrigger and SUP paddler, met and decided to join forces. The two believe that the addition of an experienced shaper and someone who pushes the boundaries of board design would only result in the best available
SUP products on the market.
Today, stand up paddling is much more than just a way of paddling. Danny Ching is still one of the world’s best paddlers and long held the world record for the 200 meter sprint distance. He combines all his knowledge in the 404 boards.
404 has its roots in racing, but has quickly recognized the
diversity of SUP and swears that every paddler, regardless of skill or activity, deserves the highest quality of boards that will help them achieve their best possible performance.

Do you have any questions?

You couldn’t find what you’re looking for? You want to know more about a product? You want to test or rent a board or paddle? Let’s make it work!