Today, OC METRO releases its surfwear issue, and I’ve got a cover story and a column that explore the duality of O.C. surf brands’ distribution strategy: the core surf shops that reinforce their marketing message and PacSun, which helps the companies reach teens who don’t live by the beach.

Duke Edukas and Paul Burnett, owners of Surfside Sports in Costa Mesa.

The cover story explores the symbiotic relationship between influential O.C. surf shops and the major surf brands. The friendships go back decades and started long before the surf companies grew so huge. Duke Edukas, co-owner of Surfside Sports in Costa Mesa, tells a great story about Richard Woolcott’s father, René. Richard is the founder and CEO of Volcom in Costa Mesa, now a publicly traded company with a market cap of $906 million.

The column is part two of my interview with Sally Frame Kasaks, the new CEO of PacSun, the biggest customer for many surfwear companies. She has some big plans for the chain and some tough talk for OC surf brands. It’s worth reading whether your company sells to PacSun or if you just like hearing the stories about the people who make the clothes your wear.