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.”
The shop sells surf boards and gear, wet suits from Patagonia and accessories from Dakine, as well as fashion items like Levi’s Vintage Clothing jeans and Gitman shirts. There’s a Saturdays Surf line that started with T-shirts but has expanded to woven shirts, chinos, shorts, sweatshirts, pullovers and outerwear — as well as collaborations with companies like bag maker Porter and grooming brand Baxter of California.
After opening the brick-and-motor shop, Rosen and his partners leveraged the Internet and social media to build the business beyond those four walls. The company operates a blog, Facebook page, Twitter account, videos on YouTube and a just-launched e-commerce site to burnish the brand and grow sales. One video of Collett making his way to Rockaway Beach from the shop, via skateboard and subway, has garnered more than 400,000 views.
“It can be deceiving when you walk into our shop on a rainy Monday morning and there’s nobody in the store,” said Rosen. “It’s what you don’t see, it’s what’s in the back — on the blog and Web site — that’s really allowing us to take this business to the next level.”
The foundation for the business, however, remains the original SoHo store, stressed Rosen. “None of this would have come if it weren’t for the shop. The Web would not be successful without the store. People have to come in and touch and feel. A lot of the original content for the Web comes out of the store,” he explained.
The store has become a hub for surf fans and hipsters in general to congregate and hang out, thanks to a coffee bar and a backyard that are part of the space. “The coffee shop in front is a way to invite people into our world. We have people who come in the middle of the day and we see them until we close,” related Rosen.
Up next for the company is its first shop-in-shop, which will open in two weeks inside the Adam and Rope department store in Tokyo. “Japan makes sense because they love culture and New York,” said Rosen, adding another pop-up shop will likely open on Long Island when the ASP World Tour comes to Long Beach in September.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)