Our Mission

Sharing our passion for the Santa Cruz Lifestyle and celebrating that lifestyle with a brand that captures the essence of coastal California and the opportunities that lifestyle offers for living an engaged and active life. We here in Santa Cruz are blessed to live in one of the most amazing natural environments on the planet. Bordering the Monterey Bay and surrounded by the Santa Cruz Mountains, we get to enjoy world class surfing & mountain biking, sailing, kayaking, fishing, diving, and hiking and more!  We donate 1% of all profits to local charities. Share your passion for Santa Cruz and Coastal California with one of our shirts, hoodies or hats or give the gift of LoveLivinInSantaCruz to someone you love : )

Pete Cullen Founder & Advocate For All Things Santa Cruz