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From the blog


Life's A Beach was started in the early 80s by Jeff Theodosakis & brothers

Mark & Brian Simo. The Simos worked as tree surgeons, Theodosakis in the

restaurant business.

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Based in Chicago, the 3 were motocross riders who

travelled the circuit & this took them to Florida for a few months each year. 

Though ranking competitors they never made much money in the sport. 

"We were basically bums," said Thodosakis with a laugh. "We had no jobs really;

nothing to occupy our time except training & riding."

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During downtime in Florida

they'd hit the beach, where they were so offended by the men's nut-hugging swim

wear styles  that they were compelled to fashion an alternative: baggy

knee length shorts made from...tablecloths & curtains!  These shorts met

with a warm reception & the 3 started selling them on the motocross circuit.  

They had little success with the Florida stores, however, until a Fort

lauderdale shop started selling the shorts during Spring Break.  Boom,

they sold their bikes & bought sewing machines & built the business from

Chicago until 1985 when they relocated to Carlsbad, California.

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They were immersed in the World of what we now know as extreme sports:

motocross, surfing, skating, etc.  They made wild styles specially geared to express

the energy of these pursuits & showed their support by sponsoring top riders

(legends!) in each field,  including championship MX rider Rick Johnson, top surfer

Sunny Garcia, BMXer Brian Blyther & star skaters Mark Gonzales & Mike Vallely. 

Just as their clothing was unique for it's time, so was this integrated approach;

pre X-Games, the Worlds of skating & motocross & BMX were seen as pretty

distinct   & L.A.B. was prescient in being involved in all things radical.

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L.A.B. is back & we're delving into the awesome archive ...   


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