In the 1950's Northern California surfer Jack O'Neill invented the wetsuit. His first shop was in San Francisco and later that same decade they moved to 41st Avenue in Capitola (Santa Cruz). Every surfer who has ever entered in to the chilly waters of Santa Cruz owes Jack a debt of gratitude. They created one of my favorite advertising headlines of all time introducing their wetsuits: "It's always summer inside."
The shop remains one of the most complete in the area with a great selection of men's and women's swimsuits and beachwear, surfboards, leashes, wax, sandals - awesome t-shirts - and of course wetsuits. Lots of wetsuits.
O'Neill Surf Shop - 1149 41st Avenue, Capitola, CA (831) 475-4151 Monday-Friday 9:00AM-8:00PM, Saturday and Sunday 8:00AM-8:00PM