The epitome of effortless California cool-girl minimalism, Heidi Merrick’s eponymous label fuses downtown artistic flair with West Coast spirit. The daughter of famed surfboard shaper Al Merrick, Heidi started her label in 2006 with easy-breezy pieces she cut and sewed herself. Now, with a design studio and showroom in Downtown L.A., she has developed her label into a global lifestyle brand synonymous with quality fabrics, subdued colors and quality cuts. Favorites like the robe dress are as perfectly in place at a cocktail party as they are at a beach resort, while her hit sweatshirts emblazoned with “SRF LA” or “SRF SB” are the go-to weekend uniform for off-duty wave warriors and landlubbers alike.
