People tend to check in during these times:
Pacific Wave has a large selection of Nor Cal clothing and they've been working Nor Cal (NHS) for a very long time. Go check em out.
This is the most comprehensive surf/skate shop I've ever been to. Everyone was super friendly and helpful. I highly recommend it. I will come back here for sure.
Santa Cruz may be teaming with amazing surf shops this one in particular truly embodies the Nor-Cal spirit by carrying more locally made surfing products than any other store in the world.