Locals know that beach fashion is usually flaunted all over the boardwalk this time of year. However, with the cooler than normal weather this season, fashion highlights are not necessarily what they were this time last year. Jeff Kinney, owner of Surf Club Surf Shop, said he keeps ordering more lightweight sweatshirts. While they are stylish hoodies from surf apparel brands like Billabong, it does not change the fact that the store’s hottest items post-Fourth-of-July are sweatshirts. Surf Club is also having success with O’Neill and Reef women’s sandals. “When you’re in San Diego its kind of a utility thing,” he said about flip-flops. These are items that sell year-round to locals and tourists alike. For women’s fashions the store sells many sundresses from Billabong and O’Neill. A hot item for men is Oakley flip-flops. The company, typically known for its sunglasses, offers an option in sandals as well. Kinney said Oakley has offered these for a couple years, but they only recently became popular. Cobian and Reef are also big name brands this summer when it comes to footwear. Another weather-related fashion-casualty is men’s board shorts. Kinney said men are cruising around in walking shorts instead of the typical beach-constant board shorts. Gone Bananas has been in Mission Beach for 33 years. It sells bikinis to mostly young women. While the younger population in the beach community might be considered transient, few move away without having shopped at Gone Bananas. The owner, Tom O’Hara, noted that what many customers appreciate is that the store offers the option to mix and match tops and bottoms. “The hottest trend going is the new scrunch bottom, ruched bottom,” O’Hara explained. The bikini bottom with a gathered look has been fueling many of his sales so far this summer. However, the weather is affecting his sales as well. If the sun comes out, business is better that day. Fuchsia, purple, coral and shades of green have been popular colors so far this season. Popular bikini top styles are twist bandeaus. “It’s a real strange year,” O’Hara said, referring to the weather coupled with the economy. Many young women are being resourceful and instead of purchasing tops and bottoms together, they are purchasing one at time to mix and match with pieces they already have. O’Hara added that he has noticed these same young women buying better-quality single pieces, which cost a little more. Lauren Decker’s business, called Flip-N-Out Flops, is footwear-centric. She said she sells a lot of gladiator-style sandals for women. She also noted a newer women’s brand, Yellow Box, which many stores do not carry. The brand that leads in men’s shoes is Simple. “It’s kind of a cool brand,” Decker said. They offer biodegradable shoes made with organic cotton and soles made from recycled tires. “Men just want something comfortable with arch support,” Decker said. Weather affects her business as well; when it is sunny, the store is busier.