I'm From Southern California and Always Buy These 4 Underrated Brands
Most Wanted is a weekly series in which one Who What Wear team member or friend of the brand will share the top 25 fashion and beauty finds on their current wish list.
Yes, I love a buzzy, fashion-girl brand as much as the next person, but I have to admit that it starts to get less and less appealing the more it's plastered all over Instagram. Who can relate? Whenever I don't feel excited about all the shiny new objects out there, I go back to my Southern California roots and wear the surf brands I grew up surrounded by every day. (My dad is an avid surfer, so I pretty much didn't have a choice in the matter.)
Brands like Billabong and O'Neill are all over retailers such as Nordstrom and Urban Outfitters, but fashion girls can easily overlook them in favor of brands with more IG appeal or celebrity clout. If you ask me, they certainly shouldn't. These brands have a California-cool vibe built-in and are supremely affordable. Scroll down to shop my favorite 25 items from surf brands.
1. O'Neill
This jacket is designed to be easily packed into small spaces, so it's perfect for road trips.
2. Billabong
Cropped sweatshirts are a favorite of the TikTok crowd.
Fun print. Puffed sleeves. Cutout detail. Check, check, and check.
3. Volcom
This is a perfect lightweight layer for summer-to-fall transitional weather.
4. Roxy
Come fall, this corduroy skirt would look cute with tights and boots.
Next, 7 fresh skinny jean outfits I spotted in the last 14 days.
Erin got her start as a Who What Wear intern over 14 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of Associate Director of Fashion News (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Kate and Meghan stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible.
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