The laid-back clothing line Sjobeck, presented their “Back to the Beach” Spring 2010 collection this past Saturday, October 10 at Live!, the hip West Hollywood, Cali locale. Los Angelino hipsters and celebrities (spotted Lauren Conrad and Kyle Howard) came out to support the Malibu-based apparel company. The high-energy event included an open bar, a fashion show, and a lively after party.

To set the mood, the store turned into a mini-beach with giant beach balls, sand on the runway, and a band playing Beach Boy classics. Sjobeck’s deigns were reminiscent of the surf and sand with whites and blues showcased for both the ladies and gents. Women were dressed in maxi dresses and A-line skirts, and the men in classic tees and striped shorts; the clothes were relaxed and simple, leaving you with the desire to lie on a soft, sandy beach.

To learn more about the line visit SjobeckDenim.com.

Images by John Eckmier.

- Jacklyn Tran