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Santa cruz is a northern california beach town with a reputation for great surfing. catching the waves here is so popular the locals call their town surf city. >> you look around. you see surf city barbershops cafe everything everywhere. >> bruce noland is a third generation. >> we sell a lot of t-shirts sunglasses bikinis, mens shorts, i thinks for the beach. >> a few years ago bruce dashed off a t-shirt and moved letters around. >> santa cruz california lets throw aww onusa on the bottom. >> a...