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Started in California by Isadora Alvarez, Back Beat Rags is a lifestyle brand that is 100% Californian and meant to give you the "effortless cool factor" that is always associated with California girls. Originally, a specialized shop for vintage tees, Back Beat Rags turned into a place for fashion basics that are a cut-above. Tees, sweatshirts and dresses are taken from basic to fresh and modern, vintage-inspired pieces. The old school Californian culture of surf and skate is combined with today's hottest street trends like color and shape.