About Pacific Coast Apparel

A Surfbear story, by our founders, Stephen and Sue Saunders. One day we made a hat that said “Republic of Encinitas” and locals loved it. Basic font, simple hat. we started doing this for other California beach towns, and presto, Pacific Coast Apparel was born. (Whether we liked it or not! 😂) We started to get bored with just doing hats with letters on them. So since we live in California and like to surf, we thought hmm, what else can we do? And like a light bulb, we thought ‘everyone loves the California bear, there were literally California bears everywhere, it’s already branded! Let's make it even cooler! So we took the bear and placed him on a surfboard! Here we are 7 years later, and our SurfBear is the best selling item we have and our identifying mark, and the main logo for this company. Super stoked. We finally own the trademark “Bear on a surfboard with a star above its head” but it was not easy! We have big plans for the development of our brand, helmed by our fabulous surf bear of course. We are very proud, but we aren’t all bear over here! We have other customer favorites as well. Like our epic shaka series, as well as one of the ladies' favorites, the community heart collection. We even have a couple of sharks mates’! So come on in the water's Greeeeaaaatt! We humbly say, many, many thanks to all of you, our loyal customers, who make all this possible. We look forward to great and wonderful things to come. Read their story