The 916: New in Retail



Where: 808 R St. 

What it is: Outdoorsy boutique selling the All Good line of fashion-forward outerwear for people (mostly men) ages 14 to 40 

What it’s not: Patagonia or North Face. The clothing’s cheeky, youthful and affordable. 

The backstory: Sacramentan Jason Maggio started the All Good brand about three years ago, marketing the “California lifestyle” to customers in about a dozen countries. This is his first store, which opened in December. 

Signature products: Windbreakers and coach’s jackets with “survival features” like paracord zipper pulls, 3M reflective strips and pockets with magnetic flaps 

Tongue planted firmly in cheek: The Cheney Caszh is a casual riff on the hunting jacket, with quilted elbow patches and a “rifle pad” in safety orange. It’s named after a certain former VP who famously shot his friend in the face during a hunting trip. 

Price range: $24 for an All Good Nothing Better logo T-shirt to $216 for the Larka, a lightweight parka 

Fun stuff: The store features a small bouldering wall and a “surf library” that loans out surfboards and wetsuits for free. 

Take a hike: All Good offers hikes and classes on outdoorsy topics like packing light and foraging. Later this year, it will start selling expeditions led by professional guides, including a surf trip to Nicaragua and a Victoria Island cycling trip. 

Info: (916) 376-7641;