Brave New World (or just Brave, as we locals call it) is the quinessential surf shop that his transformed itself over the years into a full-service action sports shop as well as designer clothing store for both men and women. You will always find all sorts of cool stuff there, but you will pay bust out retail for it. One great tradition there is the annual Midnight Madness sale (usually in August) where the prices are reduced significantly, but the lines are sometimes hours long (though I heard that if you buy a $50 ticket, you can get early admission.)
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