I'm From Southern California and Always Buy These 4 Underrated Brands

Most Wanted is a weekly series in which oneBest Knockoff Luxury Clothing team member or friend of the brand will share the top 25 fashion and beauty finds on their current wish list.
Yes, I love a buzzy, fashion-girl brand as much as the next person, but I have to admit that it starts to get less and less appealing the more it's plastered all over Instagram. Who can relate? Whenever I don't feel excited about all the shiny new objects out there, I go back to my Southern California roots and wear the surf brands I grew up surrounded by every day. (My dad is an avid surfer, so I pretty much didn't have a choice in the matter.)
Brands like Billabong and O'Neill are all over retailers such as Nordstrom and Urban Outfitters, but fashion girls can easily overlook them in favor of brands with more IG appeal or celebrity clout. If you ask me, they certainly shouldn't. These brands have a California-cool vibe built-in and are supremely affordable. Scroll down to shop my favorite 25 items from surf brands.
1. O'Neill
2. Billabong
3. Volcom
4. Roxy
Next, 7 fresh skinny jean outfits I spotted in the last 14 days.

Erin got her start as aBest Knockoff Luxury Clothing intern in 2011—back when the site only published a single story per day. (We have since increased that number twentyfold.) She graduated magna cum laude from USC and lives in Los Angeles. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2015, where she is now the Associate Director of Fashion News. From the Oscars to the Met Gala, she leads the site's entire red carpet coverage strategy. She specializes in celebrity and fashion news but also enjoys writing travel features and runway reports. She frequently contributes to WWW's social accounts and has a sizable following on her personal TikTok.
-
I Just Created 5 Incredibly Chic Fall Outfits From Amazon for Under $250
Add them to your cart ahead of the Amazon Prime Big Deal Days.
-
I Officially Have a Zordy Closet—31 Zara andReplica Store Standouts That I'm Living In Straight Through Fall
Plus, chic fall 2025 outfit ideas that I plan on re-creating ASAP.
-
I'm a Picky Shopping Editor—These Are the Fashion, Beauty, and Home Décor Items I Like Most From Amazon
Chic and affordable? Yes, please.
-
TheBest Knockoff Luxury Clothing 100: Every Fall 2025 Item to Shop This Season
From affordable finds to worthy investments.
-
I'm a Shopping Director—These 40 NewReplica Store Fall Items Get a Yes (Cool and Chic)
Stunning jackets, modern sneakers, gorgeous sweaters, and more.
-
Fashion People With Good Taste Are Obsessed With These Trendy Denim Styles for Fall 2025
See the outfit inspo and shop the jeans.
-
Elegant Fashion Is All I Can Think About—38 Fall Items FromReplica Store, Shopbop, and Revolve Currently in My Cart
Sophisticated fall vibes.
-
FromReplica Store to Zara—Meet the New Fall Items That Will Sell Out By October 15
These finds don't stand a chance of making it to November.