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Heritage surf shopSeverson Originals has officially caught a new wave, relocating from North El Camino Real to 150 #D Avenida Del Mar. This fresh, mid-block location brings an instant upgrade in foot traffic and visibility. “Even friends who never made it to the old shop are stopping by now because we’re right on their route,” says co-owner BenjiSeverson, who runs the shop alongside his wife, Gretchen. Stepping up to the store feels like a time machine to the 1960s, complete with a crisp white Dutch door, a flagstone façade, and a classic black awning.
Inside, natural light floods a larger footprint that makes the apparel pop. While the inventory holds true to their roots, the new space shines a spotlight on San Clemente-specific designs. The philosophy here is simple: design for the locals first. If the hometown crowd loves it, everyone else will too.
Central to the brand's identity is theSeverson Originals iconic logo, a striking image of Benji’s dad, JoeSeverson, executing a flawless soul arch bottom turn, pulled straight from his 1961 Capistrano Union High School yearbook. Every purchase comes with a piece of this history, including an About Us Brand Story card and a decal.
The shop is a true family affair. Gretchen curates the interior decor and tends to the front garden, while their daughter Eden lends a hand on the weekends. Benji’s brother Dan is the creative mind behind most of the t-shirt graphics, while sister Ladeshia, creates their popular vintage-pocket tote bags, and nephew Josiah Sylstra manages the shop a few days a week. Of course, no visit is complete without a greeting from Ruby, the shop's beautiful Labrador.
Beyond apparel, the store features greeting cards and artwork prints by Joe, Dan, and Benji, with custom canvas prints available by special order. High-profile collaborations also anchor the brand’s creative lineup, including a partnership with Los Molinos Brewery featuring the Miramar Theater, and an exclusive apparel drop with Surfer Magazine.
More than just retail, the new location has quickly evolved into a community hub. During September's car show, San Clemente Mayor Rick Loeffler and mayoral candidate Victor Cabarrel spent the day at the shop, turning it into a lively, casual town hall.
The move coincides with a massive milestone for the family legacy. This October, JoeSeverson and his late uncle JohnSeverson (who passed away in 2017) are being inducted into the Board Builder’s Hall of Fame, marking the first-year artists have been included. As a pioneer who shaped early surf cinema and founded Surfer Magazine, John is widely revered as the Godfather of Surf Culture.
Just in time for the holidays,Severson Originals continues its tradition of new annual Christmas T-shirt designs. In lieu of an ugly sweater this holiday season, come downtown for an upgrade in your holiday attire.