We were proud to be given the opportunity to work w/ renowned local artist Jim Phillips, more commonly called Jimbo. After hashing out several concepts we were stoked with the final product. We wanted to produce a T-shirt whose logo really captured West Side Santa Cruz proper, which had to include both the Boardwalk, obviously for the tourists, but also Steamers Lane and Lighthouse point, more recognized by the locals. We wanted to capture West Side life, and I think we did a great job. This is not just some designer logo we feel. This is a work of art. This is an image that any Santa Cruz local would be right at home wearing, or that any tourist could take home, look at, and say to themselves or friends, "I walked/rode down that strip of West Cliff!" And, no bike shop shirt would be complete with out a bike in their logo, so we ended up making our stylish rider riding a wheelie down West Cliff like a bat out of hell. As close as Santa Cruz is to the Silicon Valley, the Tech center of the bay area, there is still that old school kinda flare to this place. Being a bike shop, we just had to put a bike in there somewhere, and it just didn't feel right to put a modern road or mountain bike in this piece. We felt that was too obvious and really didn't capture the "Keep Santa Cruz Weird" feel, if you know what I mean. We needed something kinda timeless and classic. That's when a friend of mine suggested having a guy riding a vintage Schwinn Krate Stingray down the bike path. The idea was a big hit, and was tweaked with a Rat Fink, Big Daddy Roth flare. We sure hope you like it. Thank Jimbo! 100 Percent Cotton T's $14.95.

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This was our first logo design for the shop. It was created by Dan Sweet. All stickers & apparel have been sold out.