Surf-Wear Maker Brings In New York Eye to Give Its Products Fresh Look

Question: What does a New Yorker know about surf wear? Answer: Not a thing.

And that is exactly why Irvine-based Off Shore of California has just brought in a Liz Claiborne designer, Melissa Dorell, to “interpret” its designs for surf trunks, shorts and shirts, company executives said Thursday.

It is hoped that the addition of 22-year-old Dorell--plus Jean Spica Butler, recently hired as director of sales and merchandising--will give Off Shore the flair it needs to stand out in a glutted surf wear market, according to the company.

If the plan succeeds, Off Shore projects 1989 sales of more than $25 million, compared to less than $10 million this year, company executive Steve MacBaisey said.

Specialists in the surf wear industry--meaning sturdier clothes designed for surfing as well as the clothes that go with the beachy, surfer look--have bemoaned for months that there just isn’t much new under the California sun these days.

“The industry is over-saturated and that’s everybody’s problem,” said John Bernards, who founded Off Shore Sportswear about 12 years ago.

Late last year, Bernards sold an interest in Off Shore Sportswear to Cycle Industries at the same time that one of Off Shore’s licensees, Daystar, filed for protection from creditors. Daystar is now in liquidation.

With the ownership change, Off Shore became Off Shore of California. Cycle, one of Orange County’s largest T-shirt makers, is owned by Steve MacBaisey, who describes himself as “a principal” in Off Shore of California. In addition to producing garments for Off Shore and Team Gear, Cycle also is the T-shirt licensee for Catchit and Hobie Shirts.

Bernards remains as Off Shore’s president and still designs its fabrics and “traditional surf wear,” he said this week. “With John’s influence, Melissa’s flair and Jean’s ability in sales, we’re going to come up with something a little bit different,” MacBaisey added. “We want to be on the edge.”