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Shown editing a sunglasses buy in the Raen Optics booth here, these buyers had fun trying on the prescription glasses too. Their sarcastic conversation went like this, “Do I look smarter? I feel more intellectual.” “Whoa. You’re going to cure cancer.”

photo by Gary Copeland

“We’ll do the best we can and whatever spills into the parking lot, we’ll do it Volcom style,” laughed Suzanne Vallely, girl’s swim designer. Last year its Spring 11 bikini fashion show at the Cooper Building in downtown L.A. was wayyy over capacity, so this time it was at Volcom headquarters, oozing out onto the gravel. 

Since bursting onto the Seattle scene in 1990, Pearl Jam has proven to be one of this generation's greatest American rock bands, thanks in large part to the vocal and song-writing efforts of San Diego-raised frontman Eddie Vedder. Now, over two decades into his phenomenal career, the 46-year-old musician is showing another side of his creative talent, designing an exclusive, limited edition T-shirt for Costa Mesa-based skatewear company Volcom.

One of the Southern California's coolest activewear brands, Costa Mesa-based Volcom, is giving music fans a chance to see one of the world's greatest rock frontmen, Pearl Jam's Eddie Vedder, live in concert. For a chance to win tickets to a local show on Vedder's North American solo tour in support of his new release Ukele Songs -- which includes a stop in L.A. on July 8 -- cruise over to Volcom's website.

photo by John Eckmier

The Orange County diffusion of the hipster species (same cool-kid style, but add crunchy sun-bleached hair and deep tan as requisite accessories) caravanned en masse to the Cooper Design Space in downtown Los Angeles and mingled with L.A.’s scruffy East Side hipster set for Volcom’s Swim 2011 fashion show, held last night.

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.
 

Clara Winston and David Winston

Part of the fun of the Project Trade Show is checking out the sleek, science-fiction look of the premium trade show’s furniture. And it looks like Los Angeles is going to get many more chances to get comfortable with futuristic Project furniture such as the Spine Couch, the Floppy coffee table and the huggable, inflatable light called the Super Nova.