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

You can never own too many striped T-shirts.

Another pretty dress to covet before summer ends. 

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.

Yep, I'd wear this dress year-round in SoCal. 

Whether you use it as a bikini coverup or as a robe, this is a winner. 

I'm still obsessed with the square neckline trend. 

3. Volcom

This is a perfect lightweight layer for summer-to-fall transitional weather. 

I plan to wear this every day come fall. 

In case you live in sweatpants while working from home like me. 

4. Roxy

The quintessential surfers' hat. 

Is there anything more versatile than a white tank top? 

Denim skirts will always be in style. 

Come fall, this corduroy skirt would look cute with tights and boots. 

Yes, every true SoCal native owns a pair of "beach pants."