New Recruits: Ore-Cal

We can all probably agree that living on the U.S West Coast in the ’70s sounds like an absolute dream. Clothing label Ore-Cal have taken on the mission of recreating that ultra, laid-back vibe, in the way of easy-wearing cotton garments with colour-ways that prompt us into dreaming of beach days and flower power. The ode to the America’s ‘best coast’ is evident even in the name (Ore-Cal = Oregon + California). Now, it may seem like you recognise the branding from a tee that your Nan brought back from her Californian vacation when you were a kid, but we can promise you, you haven’t seen it before. The idea was to ‘bring back’ a label that never actually existed. Huh?  Well, that’s what founder Bob Smith says. “You could call this all an elaborate bullshit marketing scheme, but you’d be missing the point. ORE-CAL© is my mash note to growing up on the Best Coast. An obsession with beautifully made clothes and stories well told”. Alright, onto the clothes. Think super soft cotton that feels like it’s been worn for years, jackets that are made to get smelling like a bonfire (whether it be from the rooftop bar or making s'mores on a camping trip), and accessories that aren’t far off from the stuff that the distant father wears in every American ’70s film ever (his love for his son may be questionable but he’s always dressed ace).