santa cruz is a northern california beach town with a reputation for great surfing. catching the waves here is so popular the locals call their town surf city. you look around. you see surf city barbershops cafe everything everywhere. bruce noland is a third generation. we sell a lot of t-shirts sunglasses bikinis, men s shorts, i thinks for the beach. a few years ago bruce dashed off a t-shirt and moved letters around. santa cruz california let s throw aww onusa on the bottom. as soon as that happened it caught the attention of a surfing company 400 miles to the north and his mother was very