CITY FOCUS:

Huntington Beach has a new surf store downtown.

Surf City USA has opened on Main Street selling an array of Huntington Beach memorabilia, including quirky items like Surf City USA flip-flops and sunglasses.

The store at 301 Main St. is owned by Joe Shaw, a City Council candidate this November.

“Our community takes considerable pride in the Surf City USA moniker and all that it has come to represent about our lifestyle and the people who live here,” said Doug Traub, president and chief executive of the Huntington Beach Visitors and Conference Bureau.

Shaw approached the bureau with the idea of selling merchandise with the city logo on it. The store has put up new signs with the Surf City USA moniker, but the staff is waiting for their first batch of merchandise.

“It’s drawing people in, and we’re pleased how it’s turned out,” Shaw said of the store’s new facade.

Shaw plans to sell Surf City-branded Christmas ornaments, golf balls and luggage tags alongside the usual T-shirts, key chains and coffee mugs.

“We’re happy to be part of the visitor bureau’s marketing plan for Huntington Beach,” he said. “We think the concept is going to be a good one, and we enjoy it. It’s fun.”

Other Surf City USA-branded products in the pipeline include a clothing line by Summit West with T-shirts and high-end casuals. The new line will be available at resort and specialty stores nationwide, in Canada and in the Caribbean.

The city also has signed a deal with nuVision Financial Credit Union to become the official Surf City USA Credit Union.

About 500 first-edition Surf City USA beach cruiser bicycles have already sold out.

The limited-edition bicycle was released by Felt Bicycles this spring. Felt Bicycles has ordered more bikes in a second production run, expected in September.

Giant Merchandising is also making a line of T-shirts based on the beach cruiser line.

The bureau received the Surf City USA trademark in May along with four other trademarks for use on merchandise from the U.S. Patent & Trademark Office.