Our Story

The Origin Story

It started as a joke between friends.

"You know what Vista needs? The La Jolla treatment."

For those unfamiliar with Southern California geography, La Jolla is a wealthy coastal enclave in San Diego — all ocean views, $5 million homes, and an air of exclusivity that's practically trademarked. Vista, about 30 miles inland, is... not that. It's strip malls and avocado groves. It's where you go when coastal prices push you east.

But here's the thing: Vista has its own charm. The golden hills. The Avo Playhouse. A community that doesn't take itself too seriously.

So we thought: what if we did?

The Concept

North La Jolla is satire wrapped in premium cotton.

We take the aesthetic language of coastal luxury — the clean typography, the muted earth tones, the reverent treatment of zip codes — and apply it to a place that would never expect such treatment.

92081. 92083. 92084.

These aren't just numbers. They're a state of mind. A declaration that you don't need an ocean view to have good taste. That "elevated basics" can come from anywhere.

Is it a joke? Absolutely. Is the quality of our products also a joke? Absolutely not.

The Product

We're launching with The Foundation Collection — premium tees that happen to reference a fictional luxury enclave in inland San Diego County.

Every piece is made with care, designed with intention, and shipped with a straight face.

Because the best jokes are the ones you commit to fully.