The restaurant chain known for its fish tacos, flavorful seafood dishes, and devotion to the ocean, is now bringing its Southern California flair to clothing, drinkware, lifestyle accessories and more.

Rubio’s Restaurants is debuting its online merchandise store, in honor of Cyber Monday. Featuring a variety of Rubio’s gear for all ages, the items in the new online store represent the brand’s passion for coastal living and dedication to quality.

Created and designed by an in-house team of artists, the Rubio’s online store offers t-shirts, sweatshirts, baby onesies, kids clothes, tanks tops, aprons, reusable shopping bags, canvas totes, water bottles, coffee mugs, phone cases, stickers, key chains, license plate holders, flip flops and much more.

“At Rubio’s, we are dedicated to creating delicious, chef-crafted recipes and memorable experiences,” said Ralph Rubio, founder of Mexican food brand. “There was so much passion and attention to detail that went into the creation of the Original Fish Taco recipe and, once completed, I hoped that Rubio’s guests would see it, taste it and love it as much as I did. Now, after almost 30 years, I’m still in awe of the devotion our guests have for Rubio’s and that’s why we’re thrilled to launch an online store that delivers more of the Rubio’s culture to our guests.”

The online merchandise store is one of the brand’s many initiatives that will be rolling out as the restaurant chain celebrates its 30th anniversary.

Founded in 1983, Rubio’s opened its first store, a walk-up location, in the San Diego community of Mission Bay. Since then, Rubio’s has sold more than 150 million fish tacos and continues to expand its menu with innovative recipes inspired by the sea.

Fans can also join in the conversation and be among the first to hear about upcoming events, including Rubio’s 30th anniversary celebrations, on Facebook at  and Twitter.