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 12 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 senior news editor (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.
-
I'm a Luxury Fashion Director—These Are the Only Designer Buys That Matter for Summer
From Miu Miu to Alaïa.
By Anna LaPlaca
-
Madewell, J.Crew, and Banana Republic Are Hosting Big-Deal Sales RN—Do Your Worst
And do it fast.
By Eliza Huber
-
I Want an Elegant Spring Wardrobe—These 32 Nordstrom Finds Have My Attention
Elevated finds inside.
By Grace O'Connell Joshua
-
I'm Already Prepping My Summer Wardrobe—I Only Have Eyes for These Elegant Nordstrom Items
Plus, they're all $150 and under.
By Ana Escalante
-
Nordstrom Shoppers Lose It Over This Affordable Shoe Brand—Shop the Best Pairs
Click if you like trendy shoes.
By Allyson Payer
-
The Only 35 Swimsuits You Need to Know About in 2024
From bikinis to maillots.
By Eliza Huber
-
I'm Prepping for My Trip to Havana—39 Items on My Shopping Wish List
I want it all.
By Chichi Offor
-
What to Buy From Nordstrom If Your Vibe Is Elegant But Your Budget Is $100
If that's not a good sales pitch, I don't know what is.
By Nicole Akhtarzad Eshaghpour