Sunday marked the official U.S. launch of the French surfwear brand Oxbow with the grand opening of its store in Santa Monica - the first Oxbow store in America... so far.

Since the mid-1980s Oxbow has been one of the most respectable brands of surfwear worldwide. The brand offers fashionable collections for both men and women and combines European style with Southern California Beach culture aesthetics.

The Oxbow store in Santa Monica is stocked with everything from their Technical line of wetsuits and rash guards, to their Accessory line, which includes handbags, shoes, sunglasses and hats. The clothes are extraordinarily well-made with high-quality fabrics and great, organic designs. Oxbow differs from the major American surfwear companies in that it is inspired by the elegance of longboarding and features natural motifs and less of the typical urban streetwear graphics of skulls and graffiti.

Oxbow's prices are consumer friendly and a great value considering the quality of the fabric and the construction. The clothes wear well and won't stretch out of shape after one wearing and wash well without needing ironing. Men's shorts are in the low $50s, $38 for trunks and shirts in the $40s. Ladies apparel is similarly priced. Women's jeans come in a variety of denim weights and styles and fit great. Jeans start at $68, board shorts start at $38, shirts and dresses in the $30's. Definitely check out the 50% off rack which is loaded with great deals like embroidered peasant blouse/cover ups for $26.

Laird Hamilton, the legendary big wave surfer, was on hand at the opening to greet the public. He's been sponsored by Oxbow for nearly 20 years and has stuck with the brand because of their authenticity and soul.

U.S. Chief Executive of Oxbow, Gary Hunt says a new Signature line will be coming out for Spring 2009 and will feature crossover fashions you can wear from the boardwalk to Broadway and will have luxury fabrics like cashmere, raw silk and fine French terry.

Though Oxbow designs for the 25-35 year old market, Hunt says, "You really can't put an age-range on lifestyle. This is fashion for the aquatically minded, the Southern California lifestyle. We have customers from 8 to 80." Hunt also has plans for the Oxbow store in Santa Monica to partner with Heal the Bay and other community outreach programs that will feature world class longboarders interacting with the public giving longboarding lessons and sessions.

Oxbow will inaugurate the second stage of its World Longboard Tour at San Onofre Beach in San Clemente November 2008, where 48 of the world's top longboarders will continue their competition for the world title. Until then, get to Oxbow in Santa Monica and see why the beach just got even better.

THE MUST BUY: Oxbow Beach Hobo ($32)

THE DETAILS: Oxbow
131 Broadway
Santa Monica, CA 90401
+1.310.395.5220

Story by Kat Kittredge.

ONCE YOU'VE FINISHED BUYING UP OXBOW, WHY NOT TRY WHATEVER LOLA WANTS...