Founders TJ and Marcella Moran understand that surfing isn’t simply a sport—it’s a way of life, a thrilling communion between humanity and the vast seas that has fascinated generations of coast-dwellers. And, ok, it’s also a lot of fun. They honor the waves at Surf Life, a shop situated just blocks from the azure waters of Pleasure Point. There, they fill the shelves with vintage and locally made surfing gifts and apparel. Surf wear for men, women, and children, such as dresses by Lucy love, board shorts from Katin and girls’ bikinis from Toes on the Nose, join T-shirts screenprinted with designs by local artists. The shop rounds out its inventory with a beach-inspired olio including wall art, candles, and jewelry.
Just like its pint-sized consumers, Jelli Beanz brims with energy and imagination. The shop keeps Santa Cruz babies and kids looking sharp with a constantly updated stock of gently used clothing and apparel. It also keeps moms-to-be comfortable with maternity wear. But Jelli Beanz doesn’t end at the threads: it also populates its shelves with toys, books, and music, all hand-selected for quality and age suitability. For hard-to-find items, the Jelli Beanz staff can investigate the shop’s large storeroom, which means customers don’t have to waste time rummaging around or deciphering old treasure maps.
Named Best Tanning Salon by Good Times Santa Cruz, Tanners Cove bronzes bodies with an array of UV and sunless techniques. Gild your dermal surface to a treasury finish with a month of unlimited low-pressure brownings in one of Tanners Cove's advanced beds, which emit controlled mixtures of UVB and UVA light designed to minimize burning. Or, submit your body canvas to a level-two airbrushing in which a certified spray-tan technician will delicately apply sunshine paint to your exterior, leaving a glow, an even hue, or an abstract rendering of the Eiffel Tower upon request.
The brand American Apparel, which recently celebrated its 10-year anniversary, conjures up images of stylish and well-fitting fashion basics. It also likely brings to mind sassy advertisements featuring long-haired beauties in natural makeup posing in skin-bearing bodysuits and loungewear.
But what many don't know about the brand—despite its name and the slice of apple pie that comes with every purchase—is that all of its clothes are made in America. Everything from sewing and cutting to accounting and marketing happens in one building in downtown Los Angeles, and the rest occurs within a 30-mile radius. Not only that, every slim-fitting pair of pants, spandex bodysuit, and v-neck T-shirt is made in a sweatshop-free environment.
Plus, keeping everything in house means the company eliminates unnecessary and wasteful factors, such as shipping fuel and packing materials, as well as provides jobs to Angelenos, instead of outsourcing them.
Brazil native Claudia Diniz curates and designs a menagerie of flattering, fashionable clothing to outfit ladies for workouts or leisure. The activewear she stocks in her online and brick-and-mortar boutique infuses fitness gear with style thanks to decorative cutouts and body-hugging silhouettes as well as fabrics engineered to resist wind or fight bacteria. The cajubrasil one piece jumpsuit flaunts taut stomachs with a sheer overlay and its spandex-like New Zealand fabric hugs curves down to the calves. Her signature brand leggings, meanwhile, conform to body shapes via Supplex fibers, which protect legs from UV rays and very short supervillains. Viva O Sol also carries other fashionable brand names such as Bia Brasil, Gloss Army, Caju Brasil, Blue Fish, Equilibrium, Goddsswear.