The article you’re about to read is from our reporters doing their important work — investigating, researching, and writing their stories. We want to provide informative and inspirational stories that connect you to the people, issues and opportunities within our community. Journalism requires lots of resources. Today, our business model has been interrupted by the pandemic; the vast majority of our advertisers’ businesses have been impacted. That’s why the SC Times is now turning to you for financial support. Learn more about our new Insider’s program here. Thank you.

New Location
Electric California
950 Calle Amanecer, San Clemente

Electric1 (1280x853)
Ian Foulke, left, global marketing director of Electric California, and Eric Crane, owner and CEO of the company, will host a celebration from 7-10 p.m. on June 1 at the new 950 Calle Amanecer location. Photo: Eric Heinz

San Clemente Times

A premium eyewear and style company in San Clemente, Electric California has moved into a new location and will celebrate the move next week.

“As soon as we saw the view and the warehouse at the building, we found this place was actually bigger than the last place; it has more amenities, and we knew we can bring our entire operation back to San Clemente,” said Eric Crane, the owner and CEO of Electric California. “It’s been about eight years since we had our office and our warehouse in one building.”

Crane said the building has a wealth of surf history within it, as it once housed Surfing Magazine.

“Our kitchen is (famous surf photographer) Larry ‘Flame’ Moore’s light table,” Eric said.

Electric California was started just before 2000 by Kip Arnette and Bruce Beach, and Crane worked alongside them. The company was sold circa 2007 to Volcom, which then sold the company to Kering.

Zachary Rierson, the allocations manager for Electric California, worked in the business’s new location from 1993-2006 for ‘Surfing Magazine.’ Photo: Eric Heinz
Zachary Rierson, the allocations manager for Electric California, worked in the business’s new location from 1993-2006 for ‘Surfing Magazine.’ Photo: Eric Heinz

“About a year ago, I acquired the company back from Kering,” Crane said. “What we’re calling this chapter is Electric 3.0. We’re going to focus what we want to focus on and put the brand back on its original root and purpose.”

A steep rise in rent prompted the move, Crane said.

Zachary Rierson, the allocations manager for Electric, worked for Surfing Magazine from 1993 to 2006 in the building where Electric California is now housed.

“It’s nice to be back in this building just for the history alone, with Surfing Magazine and Herbie Fletcher,” Rierson said

The business will host a debut party of the new location from 7-10 p.m. on June 1 at 950 Calle Amanecer. There will be live music from After School Special and Captain’s Quarter. The event is all ages, with adult beverages for people 21 and up. Non-alcoholic drinks will also be provided. There will be an In-N-Out burger truck, Heraldo’s Street Tacos and more.

Art exhibits will include custom vintage motorcycles from Cycle Zombies, works from iconic surf culture artist John Van Hamersveld, photographer and director Jeff Johnson, artist and photographer Mark Oblow and surfboards from Chris Christenson. Admission is free.
The showroom will be open and new products will be showcased.

Trustworthy, accurate and reliable local news stories are more important now than ever. Support our newsroom by making a contribution and becoming a subscribing member today.

About The Author Staff

comments (0)

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>