Online Retailer S.A.W. Offers Fresh Fashion Product Lines

Encinitas, CA, June 26, 2009 --(PR.com)-- Encinitas-based company Durrani Design proudly announces the launch of its latest project, SkullsAndWings.com – better known by its online “nickname” S.A.W. S.A.W. is an online retailer of skate, surf, and design-inspired fashions with a Southern-California style edge. So what makes this store different from all the other stores online… not to mention the dozens of surf shops that call Southern California home? Joe McDonald, one of the founders of S.A.W., saw a hole in the market and jumped at the chance to fill it. “We started S.A.W. because we felt there was a gap between what the core retail stores will carry and what is available with some of these really cool emerging brands out there. We wanted to provide access to these new boutique brands that are hard to find. We think people are looking for those emerging surf and skate brands that aren't on the shelves yet."

The website boasts, “Our mission is to provide access to some of the cool emerging brands hitting the streets. Based in Encinitas, CA, we are fortunate to be right in the center of So-Cal fashion. Many of the streetwear, skate, and surf brands were started right down the street from us.” And like a good neighbor, S.A.W. is featuring many local brands with its launch. RAEN Optics, a sunglasses brand that has been gathering an impressive following with their self-described “classics-driven” style, is one of those local brands. FMK, with their hand-printed and eco-friendly line, is also based in the greater San Diego area, as is Dekline, a skate brand known primarily for their creative approach to classic footwear styles. Both are featured on S.A.W.’s site.

Other brands whose products are featured in the launch include action sports accessory giant OGIO; Vestal – watches for the “musically-inclined”; Ergophobia (ERGO for short), a surf brand hot on the East-coast and looking to break into the West-coast market; DVLP, which boasts a line of comfy clothing with original artwork; Orange County label Ambiguous, which is enjoying an established popularity but still maintains a fresh take on its product; artist-driven brand Bean Dip; Elwood, a brand dedicated to quality clothing and sustainable materials; Hippy Tree, a “surf and climbing based, eco-conscious label”; MNKR, a socially-conscious brand that hand-screens their U.S.-made tees and products; Rockett, with it’s line of over-the-top graphic prints; So-Cal brand Lira – “modern fashion within today’s Action Sports industry”; and Sub_Urban Riot, which promises fashions that “push the envelope.”

Also on the roster are Rasa Libre, a brand that captures “the essence of freedom” and spits out hot deck and clothing designs; Jedidiah, a clothing brand famous for their unique style and beloved for their activism and community; SoCal skate brand Temple Effectives; and classic-with-an-edge brand Alternative Apparel. S.A.W. has collected a veritable all-star listing of unique product lines that can’t be found just anywhere. And the best part is, they’re not near finished yet. “We’re out there looking for new brands all the time. It’s our goal to stay on the cutting edge and deliver the newest, coolest product to our customers,” said Brand Coordinator Michaela McNamara.

S.A.W. is heavily inspired by the music, art/design, and action sport cultures that gave it life – their tagline “Threads. Culture. Design.” seeks to capture some of the core values and inspirations of the store. S.A.W. wants to take it one step further to connect its customers to the things that make the store “tick” – fashion, music, art, and sport. McDonald explains, “S.A.W. is not just about fashion, it's also about community. Along with the threads we'll be featuring in our store, we'll also be showcasing the story behind the designs and the happenings in our local scene. These days it's getting harder and harder to separate the clothes from the lifestyle and the person. Music, art and culture have a growing impact on the styles we see. A few short years ago, skateboarding and surfing were just sports; now they dominate the fashion and culture of the world around us. And it's not just happening in Southern California, it's all across America, left, right and center. "

SkullsAndWings.com hopes to expand its online product line to carry even-more well-known and emerging brands – as they put it, “Brands you know, and brands you’ll want to know.” The retailer also plans to open an on-ground boutique in Encinitas featuring hand-picked styles from their inventory.

SkullsAndWings.com (S.A.W.) is an online fashion retailer and community of design/art/music/culture-conscious people located in Encinitas, California. S.A.W. is Threads. Culture. Design. S.A.W. can also be found online at www.SAWapparel.com.

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For more information about this topic, please contact S.A.W. (www.SkullsAndWings.com) at (877) 688-4287, or email info@skullsandwings.com