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Meet Souf Tihhi of Everyday San Diego

Today we’d like to introduce you to Souf Tihhi.

Hi Souf, thanks for joining us today. We’d love for you to start by introducing yourself.
Arriving in San Diego, it’s easy to see why we are entranced by this coastal paradise. Our mission is to create clothing we love wearing around San Diego that is designed and created locally, that embodies the San Diego lifestyle we all have fallen in love with. Clothing that honors the surfing culture of Southern California for everyone to embrace is at the center of each of our designs. Sharing the first-rate surf lifestyle that the southern California coast has to offer is our mission. Explore our collection of hats, tees, tanks, and more.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
The journey has been rewarding so far, coordinating the various aspects of brand building from garments all the way to web creation and marketing have not come without their challenges, but we have a solid team that is ready for every new challenge.

Thanks – so what else should our readers know about Everyday San Diego?
Captivated by the ocean at a young age, I founded San Diego Surfing School in 2000 to share my love for the ocean, teaching surf lessons, and passion for a sport that others will enjoy for the rest of their life. Gratitude is given to mother nature for building 25 years of surfing experience and giving me the opportunity of travel and surf some of the best surf spots in the world. Twenty years later, it was time to start another business under the same roof right here in Ocean Beach called Everyday San Diego. A clothing company that embodies the spirit of surfing in southern California at every beach in San Diego. We want to be known for clothing that can be worn equally comfortably at the beach or in the city. We are locally owned and operated, the artists, photographers, and most importantly, the products are all locals of San Diego, this connection to so many of the towns in San Diego County is what makes us proud to make products that people actually want to wear out at the beach or in town. Right now, we are offering our first lineup of gear at our website,

Can you talk to us about how you think about risk?
Any business venture is a risk, but with the team and knowledge built over the last twenty years, mitigating risk to really exciting ideas doesn’t feel scary anymore. Everyday San Diego comes with new challenges and risks as a business, and we all welcome them as we begin to grow as a company.


  • Tee $24.99
  • Tank $24.99
  • Hats $24.99

Contact Info:

Image Credits:

Danny Camacho Nik Pennington Tanner Knight

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