Vintage casual clothing is colorful, cheerful, and charming. More than 330 photographs and vintage advertisements illustrate the development of the casual clothing industry in sunny California from the 1930s through the 1970s. Individual chapters cover swimwear from companies such as Catalina, Cole, and Rose Marie Reid, sportswear from Koret and Alice of California, and that most western of fabrics, blue denim. Also includes profiles of California artisans and their influence on fabric technology, plus a price guide and glossary.