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S.A.W. captures 'the essence of freedom'
Jun '09
Encinitas-based company Durrani Design proudly announces the launch of its latest project, SkullsAndWings.com – better known by its online “nickname” S.A.W. S.A.W. is an online retailer of skate, surf, and design-inspired fashions with a Southern-California style edge.

So what makes this store different from all the other stores online… not to mention the dozens of surf shops that call Southern California home? Joe McDonald, one of the founders of S.A.W., saw a hole in the market and jumped at the chance to fill it.

“We started S.A.W. because we felt there was a gap between what the core retail stores will carry and what is available with some of these really cool emerging brands out there. We wanted to provide access to these new boutique brands that are hard to find. We think people are looking for those emerging surf and skate brands that aren't on the shelves yet."

The website boasts, “Our mission is to provide access to some of the cool emerging brands hitting the streets. Based in Encinitas, CA, we are fortunate to be right in the center of So-Cal fashion. Many of the streetwear, skate, and surf brands were started right down the street from us.”

And like a good neighbor, S.A.W. is featuring many local brands with its launch. RAEN Optics, a sunglasses brand that has been gathering an impressive following with their self-described “classics-driven” style, is one of those local brands. FMK, with their hand-printed and eco-friendly line, is also based in the greater San Diego area, as is Dekline, a skate brand known primarily for their creative approach to classic footwear styles. Both are featured on S.A.W.'s site.

Other brands whose products are featured in the launch include action sports accessory giant OGIO; Vestal – watches for the “musically-inclined”; Ergophobia (ERGO for short), a surf brand hot on the East-coast and looking to break into the West-coast market; DVLP, which boasts a line of comfy clothing with original artwork; Orange County label Ambiguous, which is enjoying an established popularity but still maintains a fresh take on its product; artist-driven brand Bean Dip; Elwood, a brand dedicated to quality clothing and sustainable materials; Hippy Tree, a “surf and climbing based, eco-conscious label”; MNKR, a socially-conscious brand that hand-screens their U.S.-made tees and products; Rockett, with it's line of over-the-top graphic prints; So-Cal brand Lira – “modern fashion within today's Action Sports industry”; and Sub_Urban Riot, which promises fashions that “push the envelope.”

Also on the roster are Rasa Libre, a brand that captures “the essence of freedom” and spits out hot deck and clothing designs; Jedidiah, a clothing brand famous for their unique style and beloved for their activism and community; SoCal skate brand Temple Effectives; and classic-with-an-edge brand Alternative Apparel. S.A.W. has collected a veritable all-star listing of unique product lines that can't be found just anywhere. And the best part is, they're not near finished yet.

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