157 Avenida Del Mar
San Clemente Times
Florida seems like a world away, but the surf and spearfishing cultures are shared ubiquitously by people from the Golden and Sunshine states.
For people living in areas where the weather is basically the same in December as it is in July, there are common themes between style and mantra.
Salt Life, originally based out of Jacksonville Beach, Florida, is now making its own pilgrimage to the West Coast, branching out in different sects where the ocean sports are plentiful and popular.
Bradley Wilson, the store manager, said Salt Life’s company mission syncs with the abundance of ocean activities in San Clemente its brand looks to cater.
“We felt like this is the kind of atmosphere for our company—surfing, diving, fishing—just kind of evolved in San Clemente, and we felt like this was the area for us,” Wilson said. “We are providing a lifestyle for people who are into surfing, fishing, diving and anything in those categories. We provide the apparel so they can embrace that feeling for everybody.”
The clothing lines the retailer sells are meant for outings on boats, equipment to supplement the sports, appropriate sun glasses and more.
“We have our own kick to things,” Wilson said. “For example, when you see our logo, it’s not just the standard logo; it symbolizes that we do love to fish and dive and everything. We like to be out in the water, and when you see the logo, it shows that we’re not just another old company. It’s something that’s meaningful and has a purpose behind it.
“We’re new to the West Coast, and we felt like this could start a new franchise over here,” Wilson said. “If someone feels comfortable going out there in the ocean, we want them to feel comfortable in our product.”
The retail store has been open on Del Mar since Sept. 1. Salt Life was able to reap the benefits of the end-of-summer swell, but like many businesses in the city’s oldest business district, Wilson said they’ve noticed the seasonal drop-off.
“We want to be a part of San Clemente where when you see someone out there with a Salt Life sticker, we want to make sure everyone is familiar with it,” Wilson said. “There are other brands out there, and we want to make our brand just as exclusive as theirs.”
Salt Life sponsors several surfers, fishers, race car drivers, photographers, musicians and divers. Some of the surfers include San Clemente’s Colin McPhillips and his sons 12-year-old Kai McPhillips and 10-year-old Max McPhillips.
A list of other sponsored athletes can be found at www.saltlife.com/athletes.
Salt Life is in 1,200 retail stores around the U.S. Another store is scheduled to open in Huntington Beach.
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