Opening Ceremony Revives '80s Cult Surf Label Jimmy'Z

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

As the story goes, in 1984 Malibu-based sculpter and surfer Jim Ganzer was inspired to create Jimmy'Z after deciding that the velcro waistband on softball pants would make a great addition to surf shorts. This revolutionary idea was an instant success in the Venice Beach scene and quickly led to the development of a full lifestyle brand, backed by national campaigns that starred pro surfers and skaters like Steve Olson.

The brand eventually made its way under Aéropostale, posing as the mall-based retailer's secondary brand and opening 11 stores in the process. The two brands eventually parted ways in 2009, which allowed Ganzer to return to his true beach culture roots.

Now, after laying low for the last two years, Jimmy'Z is back and better than ever, thanks to the throwback magicmakers over at Opening Ceremony. The store's nearly-exclusive collection of Jimmy'Z merch features T-shirts, tanks, hats and, of course, velcro-lined shorts. Shop the collection online or in-store at OCLA (451 N La Cienega Blvd), and swing by the label's "unofficial" relaunch party this Saturday at Venice Originals Skate Shop (1525 Pacific Ave).
· Jimmy'z [Official Site]
· Cali Boyz: Jimmy'Z is Back for 2012! [Opening Ceremony]