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Up & Riding was started in Hawaii, the surf capital of the world, by people not unlike many of our customers. We grew up in Hawaii, surfing, skating and wearing clothes from companies like Quiksilver and Billabong. Now that we are "all grown up" with small kids of our own, we enjoy seeing them styled out in the same type of clothing that we continue to enjoy wearing and the lifestyle that it conveys. We have a passion for surf fashion...ok sounds cheesy but really we love it. We remember those styles that you "had to have" to be it and and not try so hard. Of course gone were the styles of brights but now they are back again. But as dust turns to dust brights will fall from glory and our kids will look back at their own pics one day sporting those stylin boardshorts that once were so rad. And the cycle continues. That's what we love about fashion too.
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