2021 Best of Utah Valley: Best Clothing Boutique — Called to Surf

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How did Called to Surf start?

Called to Surf was started 10 years ago by two cousins from Southern California. More recently one of those cousins, Gary Brassfield, and his wife, Roxanne, took full ownership and currently run Called to Surf with Michael and Stephanie Farrell and Ryan and Amy Brassfield, along with some of their kids and spouses. We operate primarily from our warehouse in downtown Provo, which is a very loving and fun environment between the family owners and their children running around and playing, as well as the hands-on collaborative work of all our employees.

 

What are this year’s fashion trends?

 A big trend we’re still seeing this upcoming year is the oversized look specifically with T-shirts and dresses. Some other detail fashion trends we’re looking at are square necklines, puff sleeves, and ruffles. In general, we’re seeing lots of neutrals but also some fun pops of color as well! 

 

Why do you think you were voted as one of the best clothing boutiques in Utah Valley? 

One of our goals at Called to Surf is to help all people feel comfortable and confident in their fashion no matter where they are — the grocery store, a night out, a wedding, or even just at home. Our hope is that people can find clothing on our website or in our stores they can wear at any event. We spend lots of time designing products that are specific to our Called to Surf brand in order to provide a place where people can find new and unique things!

 

How do you stay relevant in the fashion industry?

We’re constantly looking at designs, fabrics, patterns, colors, and all the elements and details we can to stay relevant in the fashion industry. It’s a very hands-on and collaborative process that requires lots of trial and error, as well as attention to detail. We also spend time ordering in some of our favorite/popular brands like Levis, Dickies, Roxy, Billabong, and RVCA, which helps us stay relevant in the fashion industry as well.

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