What is selling now at Jack’s Surfboards

Bobby said anything with bright colors is "really moving," including T-shirts, walk shorts and boardshorts.

"You can see the Australian influence in color," he said.

Billabong, Quiksilver, O'Neill and Volcom boardshorts are particularly strong.

New brands that Jack's is carrying are Atwater, which Bobby said is doing "very good," O'Quinn, Fyasko, Tavik, and Vestal Clothing.

Jack's also just brought in Alphanumeric.

While Jack's has noticed a skate shoe slowdown, its footwear department is still doing well because it offers more of a lifestyle selection, Bobby said. Jack's also gets access to the more limited edition shoe styles from Nike SB, Vans and others.

Speaking of Nike SB, Bobby said clothing designers from other brands are stopping by the store to check out the latest colors from Nike SB, then designing T-shirts that will match.

Bobby also said that Nike has been getting his feedback about creating a more accessible Nike clothing line for this market different from its more exclusive SB collection.