Today San Diego is where California began, on a bay that has been America's harbor since 1769. Its story runs from the Kumeyaay homeland and Cabrillo's landing, through the first mission and the New Town on the water, to the Exposition's towers and the Navy fleet that still calls the harbor home. Our San Diego designs gather that identity into wearable form — the bear and star, the bay, and the city that never quite turns the lights off. San Diego, California: where the West Coast story started, on a working harbor.
Spanish rule gave way to Mexican rule in 1821, and the surrounding ranchos shaped a generation of life before California passed to the United States in 1848. San Diego incorporated as an American city in 1850, but the old settlement clustered around the presidio in what is now Old Town. The modern downtown is the work of one man's gamble: in 1867 Alonzo Horton bought the bayfront flats and laid out a 'New Town' close to the water, betting that a city should sit beside its harbor. He was right, and the center of San Diego has faced the bay ever since.
Why People Visit San Diego
San Diego rewards visitors with a rare mix: deep early-California history, a working Navy harbor, world-class parks and museums, and miles of Pacific coast, all under a famously mild sky. People come for Balboa Park and the bay, for the beaches and the sunsets off Point Loma, and for the layered story of the city where California began. It is historic, easygoing, and unmistakably Californian.
