About Us

Welcome to Salty By Choice™ – A Family Tradition Since 1987

At Salty By Choice™, we’re more than just a brand—we’re a family business built for those who live and breathe the ocean. Growing up on the beaches of Half Moon Bay, California, our love for the sea and our deep-rooted faith have shaped everything we create. For generations, we have crafted high-quality, unique apparel that speaks to the soul of beach lovers and water wanderers alike.

Every piece we make is more than just clothing—it’s a connection to the ocean, a memory of sun-soaked days, and a tribute to the laid-back, salt-kissed lifestyle we cherish. Inspired by the rugged beauty of the coast, the thrill of the perfect wave, and the timeless spirit of surf culture, our designs blend vintage nostalgia with modern style. From retro surf tees that capture the golden era of the '60s and '70s to contemporary beachwear, our collection is made for thosewho are truly Salty By Choice™.

What makes us different is our unwavering commitment to authenticity, quality, and community. Our apparel reflects the raw, untamed essence of surf life—crafted with premium materials and adorned with unique, handcrafted designs. Each piece feels like a second skin, ready for the adventures that await by the shore.

For over 30 years, we’ve grown beyond just selling apparel—we’ve built a community. Our loyal customers, some with us from the very beginning, are a testament to the lasting impact of our brand. Salty By Choice™ isn’t just about what you wear—it’s about who you are and the deep connection we all share with the sea