Public Relations Insider

-Orange County’s “City Surf” Clothing Line Seeing Growth During Retail Slowdown-

NEWPORT BEACH, CA; (July 23, 2009) — Atwater, the Newport Beach based surfwear line, today announced their expanding retail list will now include Tilly’s, Zumiez and East Coast retailer, Coastal Edge.

Founded in 2006, Atwater has gained notoriety as the “buzz brand” coming out of Southern California and was recently nominated by SIMA (Surf Industry Manufacturing Association) for the prestigious “Break Through Brand of the Year” award.

“Despite the economic downturn we are still seeing growth,” said Dean Bradley, Co-founder and Creative Director for Atwater. “Tilly’s, Zumiez and Coastal Edge are new retailers for us and we are really proud to be hanging on their shelves,” he continued.

About Atwater

Created by design veterans Dean Bradley and Scott Madison, Atwater has quickly become a constant in Southern California menswear fashion. A casual, yet contemporary line combining classic surf styles with a street edge, Atwater consistently draws from the classic heritage of beach life, simultaneously incorporating an elegant, fashion-forward and more sophisticated side to casual surfwear that we call “City Surf”. The Atwater line consists of T-shirts, boardshorts, walkshorts, pants, jackets and accessories including hats by New Era. Atwater can currently be found at most major surf retailers including Jack’s, Surfside Sports, The Closet, Becker, Val Surf, Active Rideshop and fine retailers including Fred Segal and Nordstrom among many others.

About Dean Bradley

A graphic and fine artist, founder and Creative Director, Dean Bradley is internationally recognized and considered a culturally significant designer in the new school art movement and surfwear industry. Bradley’s love for the beach culture has helped shape his graphic thinking and spirit of independent design. Prior to starting Atwater, Bradley served as Art Director for surf industry giant Hurley International where he began designing T-shirt graphics and transforming his artistic abilities into commercial success. During a six-year career with Hurley, Bradley became known for his versatility in original T-shirt graphics for the men’s and girl’s T-shirt lines. Bradley consistently created best-selling designs that continued to increase sales while always setting new T-shirt design trends in the industry.

About Scott “Spides” Madison

The recognized “boardshort specialist”, Design Director Scott Madison combines his love of surfing and fashion into the Atwater brand. With more than 15 years of experience as a designer, Madison established himself as a dominant industry player as the head of design at Hurley International, Madison played a crucial role in the success of Hurley at the transition from Billabong to Hurley in 1999. Madison is highly recognized for his design innovations and credited with creating some of the industry’s top selling pieces by bringing menswear fashion influences into boardshort design.

For more information on Atwater visit www.atwatercollection.com, www.nnpublicrelations.com