Rincon Beach is to the surf wear industry as Paris or Milan are to high fashion except that our runway is the high tide line and there are no paid models. Some studies say that the surf wear industry generates 13 billion dollars in annual sales. Rincon is among the elite testing grounds for the future trends. Surfers and their families could all be runway models, they're active, fit and love the ocean. These are a sampling of images taken "on the runway" through the years. Thank you Bill Cunningham for your inspiration.