5 and a dime | San Diego, Calif.

Through out Southern California, I can only name a few retailers that continuously evolve and literally set fashion trends. Jay, as humble as he his, would never admit it but his brand and his brand identity weigh heavier than any shop on Melrose. The San Diego iconic moustache logo may have been stolen from the growing popularity of the symbol but as god is my witness, he had it first. Oh well, he’s an innovator surrounded by some of this generations most influential talent, I’m sure he’ll come up with an even stronger concept… I pinky promise.



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