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COSTA MESA — Hurley International, the surf apparel company headquartered in Costa Mesa, has often made rock ’n’ roll a theme in its designs. So when the Active Ride Shop, a clothing store at The Camp alternative shopping center, set up a CD rack recently with a sign reading “Hurley Recommends,” that was no small endorsement.

All Hurley outlet stores and Active retailers in California now feature the CD kiosk, which displays CDs by artists personally beloved by Hurley’s leaders. The Active store at The Camp, 2937 Bristol St. in Costa Mesa, stocks the latest works by the White Stripes, Tegan and Sara, Motion City Soundtrack, Talib Kweli, and others. The CDs sell for $12 to $19.

“Music is such an important part of the Hurley brand, and we are inspired by artists of all types,” Paul Gomez, Hurley’s senior vice president of global marketing, stated in a release. “It was a natural extension for us to offer our audience the music that is part of our culture and lifestyle.”

The Active store at The Camp was the first to display the kiosk, according to spokeswoman Andrea Tagliareni. The kiosk sits just inside the front door in a store already filled with Hurley shirts, sweaters, caps and other garments.

“We’ve pretty much got the majority of the line,” said sales associate John Garrison.

Call Active at (714) 432-1918 for more information.

Steppin’ high

The left side of the Generic Youth clothing store on the Westside got extremely colorful this week — although you’ll have to look up a bit to notice.

Every month, Generic Youth gives a break to a small clothing manufacturer by providing it with its own retail space at one end of the store. The visiting company this month is Cr8tive Recreation, a Los Angeles-based footwear maker that specializes in bright and sometimes multicolored shoes.

To catch the customer’s eye, Generic Youth displays the shoes in a novel way: hanging them from their shoelaces off ceiling beams.

Ray Arias, a marketing associate for Cr8tive, said the response from customers so far had been promising.

“They’re stoked,” he said. “Some of these shoes are hard to find unless you’re at a high-end retailer, and they come in here and see the entire line.”

Cr8tive Recreation, which offers shoes for men and women, is the second pop-up store at Generic Youth, following Atwater in November.

Call Generic Youth at (949) 351-5389 for more information.

MICHAEL MILLER may be reached at (714) 966-4617 or at [email protected].