O’Quinn: It’s a great time to be a new brand

"All we need to do is add a few more good doors or add a category," he said. "If our (new) boardshorts do well, we've got a lot more sales. ... In this environment, this is when a small brand can thrive," he said.

A key advantage for O'Quinn with retailers, Dean believes, is that O'Quinn is not going to open its own stores and it isn't going to be in every store in town. Plus, the brand has solid financial backing and operating experience so isn't learning on the fly.

"We're not a garage operation," Dean said.

O'Quinn has been selling well at Fred Segal and has a fashion show March 15 at Bloomingdale's in Fashion Island. That Bloomingdale's location is testing the line for spring.

For fall, O'Quinn has expanded its cashmere sweaters and hoodies and woven offerings.

The "big idea" for fall is slacks - plaid and pinstripe pants with a slim fit.

"We are trying to dress up the kid," Dean said "Everyone has denim."