New Retail Store to Open on the Pacific Garden Mall: Outfit This! Delivers Edgy Style Options to First Responders and Health Care Professionals

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A Unique Shopping Experience Where Form, Function and Fashion Intersect For Medical and Emergency Services Personnel

Successful entrepreneurs Aki and Alex Williams are introducing a unique business to Santa Cruz with the launch of Outfit This!, a one-of-a-kind retail store opening on Pacific Avenue. The husband and wife owners of DeFib This!, a wildly popular emergency response training and continuing education program, are bringing their distinctive approach to retail.

The store, which is scheduled to open May 4th, will offer a mix of professional wear, uniforms, accessories and gifts for health care professionals, Police, Fire, EMS and first responders. The store promises to have wide appeal to people with an eye for edgy casual wear, gifts and sundries with a medical slant.

The remodeled storefront fills the 2,800 space that formerly housed Velvet Underground. A modern-retro window display of uniformed mannequins amid a sea of floating EpiPens (ephedrine injectors) gives passersby a glimpse into the brightly lit space. Jewelry featuring vintage anatomical images, Santa Cruz Derby Girls trucker hats and zombie sleep masks are displayed on mobile autopsy tables alongside stylish medical scrubs, seatbelt cutters and stethoscopes. Law enforcement, fire fighter and first responder uniforms for local and regional agencies are offered with onsite tailoring and embroidery.

In addition to the retail space, the store will be offering a variety of community-based CPR, First Aid, pepper spray certification, and urban survival courses to the general public.

Launching the retail store was the next logical step for the innovative Williams duo, who have over 25 years of experience in emergency medicine and education. “For years we have been cutting people’s clothing off. Now we are helping them get dressed,” said Aki Williams. The idea to expand into the retail market came after Aki started a clothing design business creating scrub wear and flight caps for medical and air medical professionals. “We have long felt the need to bring a more modern, stylish approach to those who take their professions and their responsibilities very seriously, but don’t always take themselves so seriously.” The Williams’ designed the store to have mass consumer appeal contrary to its unique niche.

Out-of-area medical professionals and the fashion savvy will be able to shop at Outfit This! via the company’s website ( where they will have access to constantly updated offerings. Outfit This!, is located at 1543 Pacific Avenue. The telephone number is 831-426-9111.

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Judy Garrison
Outfit This!
(408) 221-7210
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