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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 a 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
CEO/Founder

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