About Us

Luv. Surf. Apparel.

Our mission? To help spread the Luv inherent in surf culture to anyone who enjoys good vibes, positive energy, and the surf spirit. From our humble beginnings as an apparel shop sold in vacation rentals to our current full-line of custom surf-themed clothes and accessories, we’ve never aimed to be a traditional surf brand. Instead, our brand is for anyone who enjoys the beach and all it represents, from surf to sand to sun.

Through our apparel and accessories, we aim to promote active living and inspire people around the globe to embrace the fun, fashion, and friendship of the California beach lifestyle.

Luv Surf can be found in surf shops across Southern California and its flagship store in Mission Beach.