VIBES Series I: Clock Tower

At the edge of downtown, where Pacific meets Water, the Clock Tower has been quietly keeping time over Santa Cruz for generations.

The original town clock was first installed in the late 1800s, back when horse carts still moved through the streets and the city was just beginning to find its rhythm. After the 1989 Loma Prieta earthquake damaged the earlier structure, the tower locals know today was rebuilt — not just as a landmark, but as a promise that the heart of Santa Cruz would keep beating.

Ask around and everyone has a memory tied to this corner.
Meeting friends before a night downtown.
Waiting at the light on the way to the beach.
Driving past it a thousand times without realizing it was quietly marking the moments.
VIBES Series I: Clock Tower captures that familiar presence — the glow of evening settling over downtown, the tower standing steady inside our signature wordmark. A piece that locals recognize instantly, even if they’ve never stopped to think about why.
Not flashy.
Not forced.
Just real Santa Cruz.
The Hat

Classic trucker cap style with a modern fabric blend built for everyday wear.
• 47% cotton, 28% nylon, 25% polyester
• Structured, five-panel, high profile
• Flat bill
• Snapback closure
• Head circumference: 21⅝″–23⅝″ (53.3 cm–60 cm)
• Blank product sourced from Vietnam or Bangladesh

Whether you’ve circled the tower a thousand times or it simply reminds you of home, this piece carries a little piece of downtown with it.
Subtle. Recognizable. Real.

Size guide