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The Story

Locals Apparel is that lazy hot afternoon when you suddenly feel a cool breeze. Smoky air at some BBQ party. Vague bruises from an awesome ride. Dedicated delicate design. Rather indy than indie. Tanned legs. Daydreams of swaying palms. Working hard and playing harder. A perfect grind. Sun-warmed concrete. Kidney shaped pools. Rebels without causes. Solo but soulful. Venice's winding boardwalks.

Home is where the art is. A dream of doing something for the likeminded. "Working hard and playing harder"Locals is not only a brand but a lifestyle. It's a little piece of California, from the Swedish west coast, Gothenburg.

Johan Magnusson