Tag Archives: california

Locals Only

    Last weekend, we stumbled upon this throw pillow with the words “Locals Only” embroidered on it at the Mollusk Surf Shop in Silver Lake in Los Angeles. The pillow is a funny, cute mash-up of old-school, cliched surf-culture sentiment and a folksy, homespun style more fitting in grandma’s living room than a surfer fort at Lunada Bay. It’s not the kind of item that the average surf shop would stock, but then Mollusk is not an average surf shop and Silver Lake is not your average surf shop locale. It’s not a laidback seaside surf haven. That there’s even a surf shop in Silver Lake at all is an anomaly.

    Mollusk originated in San Francisco where it made a name for itself that traveled far beyond the Bay Area. It established a style and a reputation for great taste. And for selling interesting, quality surfboards from shapers who made their boards by hand and were influenced by retro designs. Whether it was a shortboard, longboard for a 1970s-inspired “mid-length” board with a single fin, by and large many of these surfboard makers themselves appreciated design and style and their aesthetic tastes were reflected in their boards. (And, by the way, yes, we surf and we enjoy nerding out on this stuff.)

    Then Mollusk opened up branches in LA. One is in Venice, LA’s infamous and gritty (if now largely gentrified) beach town. It’s not a mecca of great surfing nor great waves. In fact, the surf at Venice Beach sucks most of the time. But it is a block from the beach and central for the greater LA metro area, and it’s a hub for a creative surfer community. Surfers still paddle out into the waves at the Venice breakwater most days in spite of the poor surf conditions.

    Then there’s Silver Lake. It doesn’t have Venice’s location or vibe, but there’s a niche demographic overlap. SLake is home to a class of fashionable creative types (music, film, art, advertising, design), both the moneyed kind and the less-moneyed aspiring kind, and it’s a magnet for a generation of hipsters, some of whom surf or pretend to. Mollusk is right at home here and yet it’s also totally legit, albeit with those ironic, stylish “Locals Only” throw pillows strategically placed in the store.

    “Locals Only” has come a long way.  It was the kind of thing that one often encountered back in the ’70s and ’80s in the form of crudley spray-painted graffiti near remote or hardcore surf spots along Pacific Coast Highway or at a handlulf of certain “localised” beaches in the string of seaside communities up and down the California coast or in Hawaii. It was a warning to outsiders, one tinged with menace, not to surf that beach … or else. This localism was the harder-edged face of surf culture. So to see those words rendered on the kind of soft, cuddly pillow you might cozy up to on a sofa while sipping a cup of tea and savoring the prose of a Maya Angelou novel, well, it’s funny and brilliant.  Its trick is how it both deflates the inherent threat and danger associated with those words while in another way making those words even scarier.

     

    “Cold Open”

    This beautiful old-school graffiti art is on a corrugated metal fence next to the Venice Beach offices of an advertising agency called Cold Open. Check out this short time-lapse video documenting the painting of this graffiti artwork.

    Freight Train Graffiti Art

    We were driving through Leucadia, California recently on a weekend surf trip when this freight train decorated with lots of graffiti rolled by. Nearly every car in this train had either massive artwork like in the above photo or colorful graffiti tags painted on it. Where and when this graffiti was painted is anybody’s guess, but it wasn’t in Encinitas. The train brings the artwork to audiences far away from where it was painted. It’s an example of what outer-borough subway graffiti writers back in 1970s New York City used to refer to as “getting up and getting out.”

    “Locals Mostly” Truck Mural by Luke Pelletier … Santa Monica, Los Angeles

    We came across this awesome movers truck decorated with the artwork of artist and musician Luke Pelletier. The truck was parked on 3rd Street in Santa Monica near our Los Angeles HQ. Pelletier’s artwork draws on a colorful illustrative style and array of images reflecting Southern California and its beach culture. The “locals mostly” text painted on one side of the truck is reference to surf culture’s “locals only” cliche and a lettering style that emanated from the SoCal surf and skate scene.

    “Surf 80s Divine” 

    We stumbled upon this this first-edition copy of the long and precisely titled “Surf Photographs from the Eighties Taken by Jeff Divine.” Published in 2011, this art-coffee-table book presents hundreds of images by prolific and influential surf photographer Jeff Divine that document surfing in the 1980s, a more visually vibrant and colorful decade in surfing history in terms of style, design, fashion and surf culture. The edition pictured here is the house copy at Sandbox Coffee, a cafe popular with surfers in Ventura, California. The book is so well worn that its binding is held together by duct tape.

    Cat Stencil Street Art … Malibu, Los Angeles

    Along Pacific Coast Highway, across from famed Malibu Beach and its iconic pier, is this amusing life-size stencil street art of a cat’s silhouette on a brick wall. The feline is depicted in mid-stride at sidewalk level as if casually padding down the pavement in search of the next meal. Next to the cat is the stenciled message “only fools litter.”