Santa Cruz, the former home of wetsuit pioneer Jack O’Neill, is losing one of its oldest surf shops. After 25 years of business, O’Neill is closing its downtown store on Pacific Avenue.

SANTA CRUZ — Although its locations in Aptos, Capitola and the Santa Cruz Beach Boardwalk will remain open, the O’Neill Surf Shop on Cooper Street and Pacific Avenue in downtown Santa Cruz ...

This may be due to how O’Neill plans to keep its other Santa Cruz area locations open. Store clerks noted that the downtown location’s inventory will be distributed to the other retail spaces ...

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The last wave of customers rolled into an iconic surf shop Tuesday in downtown Santa Cruz. The flagship O'Neill Surf Shop on Pacific Avenue is shutting down. An employee says the lease was ...