. >> bruce knonoland is the third generation on the wharf which has been serving businesses for 50 years. a year ago he dashed off a t-shirt design he hoped would catch on big time. >> we moved around some letters, this looks good surf city santa cruz. >> soon after it went on sale it caught the attention of a rival surfing community 400 miles to the south. bruce's mother and co-owner got an upsetting notice. >> she came to us with a letter she received from lawyers representing the huntington beach convention bureau. she wasn't sure what the letter was about. >> the letter threatening litigation claimed huntington beach, california, also a popular surfing town owned surf city usa. at the visitors bureau christina glyn helps local businesses. >> we sat down in the conference room, read the letter. it was actually a cease and desist letter asking her to cease selling t-shirts with the logo santa cruz surf city usa. >> with this notice we demand on or before friday september 6th, you must agree to cease selling or any other manner using serve city usa marks. so what that's saying in flan e