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Urban Influence: Gotcha Sportswear of Irvine was featuring the streetwise look of its clothing in its advertising. The company’s newspaper and magazine ads feature a gritty, urban feel instead of the typical shots of tanned surfers catching the curls.

Yet, surfers are still the prime target for street-influenced swim trunks, said company President Michael Tomson, who is also president of the new Surf Industry Manufacturers Assn. in Irvine. They continue to lead the market, with surf-wear looks spilling over into the sportswear sections. The young men’s segment of the apparel market continues to grow despite the recession, he said.