Orange County Business Journal

Three Skate Brands Move Operations to La Jolla Group HQ

Kari Hamanaka Thursday, August 16, 2012

The head of Irvine-based action sports apparel company La Jolla Group Inc. is now chief executive of skateboarding company DNA Distribution.

Toby Bost took charge of DNA after a separate Irvine-based action sports apparel, media and technology company that he cofounded— called Anthem Media Group—formed a joint venture with Dayton, Ohio-based DNA Distribution LLC.

DNA Distribution owns clothing and skateboarding gear brands Alien Workshop, Habitat and Reflex.

A services agreement with the La Jolla Group brought DNA’s distribution and operations to La Jolla headquarters. It joins brands for which La Jolla has a license to make clothing, including O’Neill, The Berrics and FMF.

DNA’s design team and founders continue to be based in Ohio.

The services agreement brought 15 workers, including relocated DNA employees and new hires, to La Jolla’s Irvine office.

The longer term plan is to bring the DNA brands’ apparel, design and merchandising teams to Orange County when there are “fully merchandised apparel collections,” Bost said.

This latest development for DNA follows its acquisition earlier this year by Los Angeles-based Dyrdek Enterprises Inc. from Burton Corp. of Vermont.