CaliforniaApparelNews.net

PacSun's poster for its Beach Ballyhoo event

For Pacific Sunwear, connecting with its intended surf-crazy consumer base was simple. It sponsored athletic ventures such as the PacSun USA Surf Team. They will be competing  June 19–22 at the Huntington Beach Pier in Huntington Beach, Calif. However, the retail giant tried something new this weekend.
 

RVCA's Los Angeles Store

The end of the year can be a time for reflection, but for the good folks at Costa Mesa, Calif.-fashion brand RVCA, it’s a great time to open a boutique.

On Dec. 30, RVCA rolled into a 1,600-square-foot store at 501 N. Fairfax Ave. in Los Angeles. The Blackburn & Sweetzer blog first ran a story on the new RVCA boutique settling into a boutique formerly occupied by skatewear brand SLB.