SD surf apparel lands Nordstrom deal


Big news for one local San Diego retailer. Luv Surf Apparel, a Mission Beach-based juniors line of beach-inspired clothing, will be available on starting today, March 9.

The local brand has gained massive traction over the past year, most recently appearing in Urban Outfitters stores and now sealing the deal to be carried at the big box retailer Nordstrom.

Nordstrom will be carrying Luv Surf Apparel’s “Salt in the Air” tank, “Moon Lotus” crop top, “Be Free” tank, “Caliber” pullover in cream and their “West Coast” tank globally on If the debut is successful, they’ll order styles for summer, as well.

The apparel and accessories line was created by entrepreneur Gina Champion-Cain, owner of The Patio restaurants (Lamont Street and Goldfinch) and powerhouse behind House of Blues San Diego, not to mention founder of the thriving hospitality company Luv Surf which includes vacation rentals and this trendy clothing line.

The retail side of Luv Surf opened on Mission Blvd. three years ago, in an effort to promote the vacation rental company and celebrate San Diego beach lifestyle.

“In February 2012, Gina said to me that she was interested in building a retail component. We began to plan and execute a retail space in Mission Beach,” said partner and brand director Chris Kramer. “It was important that we had that as a foundation because it showed us what was working for our customer. We realized quickly the juniors market was what we wanted, specifically embracing the San Diego beach-inspired lifestyle.”

In January 2014, Luv Surf Apparel was ready to launch on a national level.

Kramer cited that the line caught Nordstrom’s attention last year at the MAGIC trade show in Las Vegas. “We didn’t anticipate this at all,” he said. “They really just embraced our product and embraced our graphic design. They have the ability to help market our brand, and that’s why we were so excited about the opportunity.”

The graphic tops, with laidback California vibes created solely for girls, will be sold at $27-$29. All juniors apparel, accessories and recently launched swimwear line are all made in the U.S.A.

Source: DiscoverSD