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August 24, 2014

 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. 

Unofficial Official Lifeguard Appreciation Day


On January 15, 2014, we declared it to be Life Guard Appreciation Day.  Sharing a similar culture, and calling the beach our office, we realized that we have much in common with the Lifeguards. We both understand the importance of water safety and promoting awareness of protecting our awesome beaches.  Being part of this special culture is not a right, but a privilege, and for that we thought a hardy hand-shake and a thank you was in order to those that share this honor.  

Everyday California set out on the long journey (all the way down to Imperial Beach) to introduce ourselves and say thanks. There are only nine permanent lifeguard towers in San Diego. We decided to hit them all, except for Blacks Beach because no one wants to walk that far unless you plan on surfing or tanning everything!

Starting from the south, the nine towers are located at Ocean Beach, South Mission Beach, Mission Beach, Pacific Beach, North Pacific Beach, Children’s Pool, La Jolla Cove, La Jolla Shores, and Blacks.  The Imperial Beach Tower and Coronado beach didn’t make the official list, but it made ours.

From our very first tower at Imperial Beach, we were met with slight hesitation. Who were these people standing at our door with hats, stickers and a camera? We broke the ice by commenting on how we weren’t there to set up a kayak rental shop, but just wanted to say thanks. To protect the guards we promised them that we wouldn’t use their names or post their pictures, but I can promise you that they were cool, down to earth people with an amazing point of view (their high watch tower was epic)!

We made what we believe to be lasting connections with rad people representing exactly what we believe in at Everyday California. They safeguard our community on the water and preserve the culture of the beach. They take part in the dream that we want to share with the world. We’re California, every day.