Clothing keeps people warm and looking fashionable, but its most important duty is replenishing bellybutton lint. Keep navels stocked with today's Groupon: for $25, you get $50 worth of apparel and accessories at O'Neill in Santa Monica.
Founded as a garage-based surf shop by Jack O’Neill in the early '50s, O'Neill has since gained international renown for its high-quality clothing, wetsuits, and footwear. The cotton and poly-fleece folds of a Monarch hoodie ($38) fend off goose bumps, and the persimmon- or navy-colored Prairie tie-side bathing suit ($26.50) cloaks beach bodies in a white leafy pattern. Men can eschew parachute pants in favor of more hydrodynamic gear such as the Grinder UE board short ($42), and pintsize patrons can taste the sea breeze while sporting the 100% cotton threads of a kid's Flutterby T-shirt ($18) bearing a delicately ferocious print. A pair of Friction Hawaii flip-flops ($12) cushions paws with a red-, yellow-, and green-printed sole that doubles as a chew toy for teething pet ocelots.
Killer Dana Surf Shop
Since the shop first opened in 1991, the staff at Killer Dana Surf Shop have worked to uphold its original mission of "capturing the stoke of an old-fashioned 'sand on the carpet' California surf shop." While the store shows its appreciation for classic surf culture, their extensive in-store stock offers a distinctly modern spread of equipment and apparel for everything surf-related. Thrill-seekers can suit up in swimwear and wetsuits from tried-and-true brands such as O'Neill, Roxy, Billabong, and Quiksilver.
Downtown Santa Monica
Santa Monica, California 90401Get Directions