What do you want to do today? Order some new threads or venture into the Pacific Ocean?

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April 08, 2016

 Our mission is to bring you the best of the California lifestyle with a product from the Golden State herself. Designed in and inspired by, the jewel that is La Jolla, CA. Much of the baby-soft cotton in our products is grown in the fertile soils of the Central Valley. Once the cut and sew has been completed we screen-print, stitch, bag, tag and do all the final touches in Southern California. No where you are, your piece of Everyday California is truly part of California. 

The Comeback of Rollerblading - Boardwalk Edition

Remember growing up and thinking that the Friday night disco on rollerblades was the hippest thing since silly putty? We all grew out of the phase after Nintendo 64 became a collector’s item. But rollerblading is making a comeback.


Cardio junkies are putting away their running shoes, getting back on their blades and taking it to the streets. The young and the elderly are joining them on the boardwalk, rollerblading like there’s no tomorrow. We think local legend (with national recognition) John S. Kitchin a.k.a Slomo, has something to do with it. He’s a former neurosurgeon who cruises up and down the boardwalk between Mission Beach and Pacific Beach very, very, very slowly.


photocred: kpbs

You might be asking yourself what are the benefits of eight wheels? Rollerblading can offer you the low impact exercise workout that you want and can shred up to 913 calories per hour. It strengthens all the upper leg muscles, buttocks, hips, and lower back muscles. So if you have back problems or just want to build that beach body and dread your running shoes then this is a great alternative to running.

photocred: www.thesun.co.uk

What are you waiting for? Grab your best friend, significant other, or roll solo and hit the pavement for some people watching and to catch some rays while you get in shape.