Gotcha

Gotcha is a California surf and beach lifestyle label founded in 1978 out of a Laguna Beach garage by surfer Michael Tomson. Loud color-blocking, graphic tees, boardshorts and provocative advertising made it a defining 1980s surf-streetwear name, helping push surf product into mainstream US department stores. Perry Ellis International acquired Gotcha's worldwide intellectual property and trademarks for $12 million in 2006 and licenses the brand internationally, with partners across Latin America and North Africa. A European relaunch of men's surf apparel began in 2025.