I lived in Long Beach, CA for over 8 years and often shop at this little shop on 2nd Street in Belmont Shore. They always have the hottest new gear and Moe the shop's owner always gives me the local discount.
When he approached me to help the shop with redesigning their logo, I was happy to help.
I wanted the logo type to feel layed back, yet still carry some sophistication. It is a beach town clothing store after all. I had to be careful not to take away from the mark though. They should compliment each other and this serif typeface seemed to hit the mark...(see what I did there?)