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New Brand Spotlight: Jack O'Neill Collection

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Credited for inventing the wetsuit, surf icon and American businessman Jack O’Neill founded the O’Neill brand back in 1952. What started as one of California’s first surf shops, the small operation sold boards and wetsuits out of a San Francisco garage.

Continuing to raise the bar in the surf apparel and accessories industry, O’Neill’s Jack O’Neill collection offers surf and casual styles for the soul surfer with more refined tastes. From cool Hawaiian shirts to easy-to-wear polo shirts to elevated board shorts, the Jack O’Neill line from O’Neill perfectly complements a laidback, beach-centric lifestyle.


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New Brand Spotlight: Analog

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In 2001, Analog was born in a style lab with the primary goal of creating unique designs that fell outside the lines of traditionalism. With an eclectic mix of team riders, styles, and inspirations, Analog approached snowboarding with fearlessness. This passion paved the way for Analog to make its mark on year-round apparel and accessories in 2003, starting with skate and moving into surf shortly thereafter.

In November of 2012, Analog transitioned back to a snowboard-specific brand and has continued to Liberate, Unify, Mobilize, and Resolve. Free from the tides of conformity, they remain dedicated to delivering a creative voice of expression. Transformed into a community driven against the predictable, Analog is committed to progressing the individualistic and fearless thread that binds them together as “Snowboarding".


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Dragon Alliance H2O Floatable Sunglasses

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It used to be that when you dropped your sunglasses in the ocean, chances were they’re gone for good. But now that Dragon has created their first ever line of floating sunglasses –the H2O Floatable Collection—your sunglasses have a fighting chance in the case of a wipeout or an overboard drop.

Worn by world-renowned big wave surfer Shane Dorian, the Dragon H2O Floatable Collection is perfect for those who live an active lifestyle, on or off the water! So float on all summer long with these ingenious shades!

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Dreaming of Spring Break!

Even if it’s still cold and snowy in your neck of the woods, it’s totally OK to start planning for (and dreaming of) that long-anticipated week of fun in the sun: Spring Break!

From riding bikes down the boardwalk to hanging out with friends at the beach or pool, this is the season to get into a sunnier state of mind and break free from the winter blues.

Below are some of our picks to get you in the spirit of laidback, sun-soaked days!

Go to Zappos Rideshop for even more spring break finds!

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Men's: 1. Volcom Blakely Shirt, 2. Von Zipper Elmore Sunglasses, 3. Hurley Phantom Solid Boardshort, 4. Billabong Carter Chino Shorts, 5. Penny The Nickel Classic skateboard, 6. O'Neill Speed Blur Tank Top

Women's: 7. Roxy Sundancer Scalloped Tankini, 8. Reef Mallory Flip Flops, 9. Volcom Crowned Queen Cheese Hat, 10. Billabong For Keeps Backpack, 11. O'Neill Rubix Dress, 12. Fox Skyfire Tank Top

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Surf's Up with Hurley!

In just a few days, one of the most anticipated events in surfing is taking place in Huntington Beach. The 2012 Nike US Open of Surfing (June 28th- August 5th) promises to be yet another epic event in the world of surf, skate, music and art.  With Hurley as a presenting sponsor along with Converse, the US Open of Surfing is the biggest stage in competitive surfing. It serves as a pivotal point on the ASP World Tour and one of the most prestigious titles in the sport.  

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Pics from last year's US Open of Surfing in Huntington Beach.

To help you get ready for a big day of sun, surf, skate and music, check out Hurley’s collection of swimwear on!

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1. Hurley Mayan Stripe Bandeau Top, 2. Hurley Phantom 60 Blockparty Boardshort, 3. Hurley Blockparty Triangle Top, 4. Hurley Mayan Stripe Aussie Tab Side Bottom, 5. Hurley Sets Boardshort, 6. Hurley Blockparty Side Tie Bottom

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OluKai Ho'olaule'a 2012

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Paddling forward to give back. OluKai is a brand that is deeply grounded to the ocean and the culture, history and community that surrounds it. This spring, OluKai held their interpretation of the traditional Hawaiian celebration, the Ho’olaule’a, on Maui’s north shore. The event blends elite competition with family-friendly cultural activities. They also gathered some of the world’s best SUP (stand-up paddle) and outrigger canoe paddlers to race the legendary 8-mile Maliko downward run.

The OluKai Ho’olaule’a is truly a celebration and expression of gratitude, inspired by the strong tradition of giving back in the Polynesian culture.

2012 OluKai Ho'olaule'a from OluKai on Vimeo.

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New Brand Spotlight: Toes on the Nose

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If your idea of the perfect day is hanging ten at the beach, then you’re in luck because we now carry Toes on the Nose clothing! Established in 1992 in Laguna Beach, California with the mission to define its image through the definitive soul and style of the surf, Toes on the Nose is and always has been inspired by the art of longboarding. Their casually cool clothing is designed for the beach bum at heart.

Check out Toes on the Nose on!













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SPY Optics Presents: Alana Blanchard + The Fiona

SPY paid a visit to the North Shore to do a photo shoot with Kauai native and surf industry bombshell Alana Blanchard.

Alana’s SPY shades of choice? The glamorous and fearless Fiona of course!