Fashions for San Diego's Party Town
Pacific Beach is one San Diego neighborhood where a good slice of the city comes to party. “It’s a lot of young singles,” said Jeff Kinney, who has owned Surf Club Surf Shop in Pacific Beach since 1980. “If you need a beer and a tattoo, you’re in the right place.”
Yet predicting what the 15- to 40-year-old crowd will want to wear in this beachside neighborhood is a lot tougher than hanging some boardshorts, bikinis and denim in a store window, according to Sammy Zak, partner in the Mileage boutique, located at 951 Garnet Ave.
“They don’t make the money they make in L.A. or San Francisco,” Zak said of Pacific Beach’s residents. “But they are up-to-date, and they are fashionable. They want to show skin, even if it is cold outside.” Zak has been running Mileage with business partner David Robinson since 1996. “Over the years we’ve tried so many things,” Zak said. “We’ve tried clubwear, then ravewear, then brands.” For more than two years, Mileage has been focusing on what Zak called affordable fashion—clothes that can be worn for partying and for going out with friends and priced below $100.
Mileage sells fashions produced by Los Angeles–based labels such as Katia and Mustard Seed. Retail price points for tops range from $15 to $30. Retail price points for bottoms range from $25 to $45.
A-line dresses and fitted tops are popular at Mileage. Low-rise, skinny jeans are popular, too.
Stylish and affordable are words that can describe fashions at Raw boutique, located at 940 Garnet Ave. Owner Mark Nussbaum emphasizes stylish and affordable garments with brand names.
For his men’s fashions, long-sleeve, woven shirts from Tustin, Calif.–based 7Diamonds are popular, as are long-sleeve and short-sleeve shirts from mod-inspired line Ben Sherman. Retail price points range from $65 to $95.
For women, denim by Frankie B. sells well. Retail price points range from $130 to $200. Jeans from Hudson also are popular at Raw. Retail price points range from $165 to $200.
Surf fashions and swimwear are important at Raw, including boardshorts produced by Orange County, Calif.–based labels O’Quinn and Split for guys. Retail price points range from $45 to $65. For women, swimwear from Brazilian label Salinas and Huntington Beach, Calif.–based Roxy sell well. Retail price points range from $75 to $125.
Pacific Beach is a good place to surf, according to Kinney, owner of Surf Club Surf Shop. It’s located at 952 Garnet Ave. But the surf dogs of this neighborhood do want some newness along with their consistently good waves. Kinney said they’ve embraced the brightly colored boardshorts of new Australian line Rhythm. Retail price points are $35 to $45 for boardshorts and $50 for walkshorts.
The classics also do well at Surf Club. For the past three seasons, Hurley’s plaid “Puerto Rico” boardshorts have been selling well at $44. “It’s still running strong. There’s some form of universality to it,” Kinney said of the plaid fabric. “I don’t question it.”
Shannah Katz helped research this story.
