Proof Lab’s Unique Take on Surf and Outdoor Retail
Clockwise from top left: Proof Lab Surf Shop; Equator Coffees at Proof Lab Surf Shop; Hook Fish Co. at Proof Lab Beer Garden; Proof Lab Station, an outdoor lifestyle store - Photos by SES.
SES visits Proof Lab, the industry retailer that has created a compound of like-minded businesses in Northern California that is a model for the industry. Co-Owner Will Hutchinson shares the philosophy behind the business, current sales trends, and what brands work well for the company.
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