RETAIL/LEISURE

Compiled by Chris Woodyard, Times staff writer

Tee Time: Baggy swimming trunks and neon colors may come and go, but the printed T-shirt endures as a stable of the California surf wear scene.

Rather than find a licensee for its printed T's, Gotcha Sportswear in Irvine kept the operation in-house by creating New Age Graphics, a division that can produce 30,000 impressions on T-shirts daily.

"By combining screen printing, embroidery and other sophisticated treatments, Gotcha has taken T-shirts to the next level. . . . People are willing to spend $20 for a well-designed, quality product," said Joel Cooper, chief executive.

Consumers will have plenty of choices: up to 60 designs are produced each season.

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