Registered as California LLC B20250018408 on March 8, 2025 and opened at 1853 Cable Street, Firme SD runs a skate-rooted clothing store with a footprint that blends skateboard hardware, shoes, youth clothing, and used clothing under a single roster. The inventory mix separates the shop from hardware-first peers like Ocean Beach Surf and Skate, where deck and truck selection is the lead and apparel is a secondary wall. Used clothing and youth sizing on the floor give the store a consignment-adjacent function that keeps prices in reach for teen skaters cycling through shoe sizes twice a year. Cable Street puts the shop a block off the Newport Avenue skate route and within rolling distance of the Robb Field concrete and the Ocean Beach skate spots locals carry maps for. Extended weekend retail hours match the post-session skate window that regulars use for a restock or a shoe-swap after a day at the park, a schedule Pride Surf and Skate also runs on for the Newport corridor crowd. The fullest build on offer is a head-to-toe new-skater kit combining used-denim, youth-sized tee, and fresh shoe pairing sized for a rider cycling their first full setup within a fixed budget.