JESSE JAMES RIDES INTO MAGIC WITH HIS WARES: Sandra Bullock’s motorcycle building beau Jesse James was at the Magic show with his new collection of sportswear and hats called, West Coast Choppers. The "Monster Garage" star, who builds custom bikes, has also introduced a junior clothing line called Jesse’s Girl. According to media reports, West Coast Chopper shirts are being worn by celebs (which we assume that includes Bullock).

"Magic gives West Coast Choppers and 'Jesse's Girl' the opportunity to show the rest of the world how much we kick a$$," Jesse said. Jesse's Girl is a mix of hard- edge looks with soft-washed fabrics and a vintage feel. It’s also true to its roots of bikes, custom cars and a non-compromising lifestyle. Apparently James and Bullock get to approve everything on the rack. James, who has been called one of the “sexiest men around,” says his new line is for the biker, fighter, sweetheart and even the rodeo queen inside everyone! Jesse married Bullock this July.

CHRISTIAN AUDIGIER OF ED HARDY IS SETTING THE FASHION WORLD ON FIRE: There were so many buyers writing orders at the Ed Hardy booth at Magic that they had to write them themselves. There seems to be a feeding frenzy for this tattoo inspired apparel. The colorful and casual T-shirts, jackets, bags and hats appeal to the understated hipsters too cool to read fashion magazines. You may remember that Audigier was the former trucker cap designer to the stars at Von Dutch.

We even saw a brightly colored Ed Hardy van picking up buyers at the convention center. If you want to learn how to be cool, watch this man. (It may be an inherited trait, in that case you’re out of luck, sorry).

Mary Bush, Sales and product Director for San Diego Hat Company just had a baby girl named Elizabeth. Congratulations Mary.

THE BUSH GALS FROM SAN DIEGO HAT COMPANY