By  on March 31, 2011

Opening a small surf shop on a cobblestoned street in New York’s SoHo neighborhood in the midst of a recession may not sound like the most sure-fire business proposition. But since its debut on Crosby Street in 2009, Saturdays Surf has created a stylish niche for itself in an industry dominated by big players like Quiksilver, Billabong and Volcom.

“It’s a weird thing, I admit it,” said Josh Rosen, who opened the shop with partners Morgan Collett and Colin Tunstall following a stint as a showroom rep for brands like Nudie and J. Lindeberg. “But we thought there was this missing piece of the puzzle in the surf industry. We live and we breathe surfing, spend countless hours going back and forth between the city and the beach, and we didn’t have a surf shop that we could call home. We also didn’t wear surf apparel brands — we identified more with New York brands, with a more modern feel.”

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