NEW YORK — Saturdays Surf, the directional retailer and sportswear brand, will open its third location on Friday on the residential streets of the West Village here.
The 740-square-foot space on the corner of Waverly Place and Perry Street was formerly a restaurant. It will have a “similar aesthetic” to the company’s first store on Crosby Street in SoHo, which has been open since the summer of 2009, according to Morgan Collett, one of the founders.
“We’ve wanted to open a space in the West Village for years,” he said. “We think it is the perfect location to represent the brand and what is has evolved into. We took over the space in March and have been working on it since then. We had to gut it and start from scratch. But we made the space very Saturdays.”
Although the store won’t have a backyard like the unit on Crosby Street, there will be an espresso bar near the front serving the company’s unique blend of La Colombe coffee, and benches both inside and out so customers can hang out.
Inside, the merchandise mix will include the company’s assortment of men’s casualwear including swim trunks and graphic T-shirts, and will also include surfboards and accessories from brands such as Baxter of California grooming products, Salt sunglasses, Porter X Saturdays bags, Vans sneakers and Patagonia wet suits. The store opening will coincide with the launch of the brand’s summer apparel collection, which is carried around the world in retailers including Barneys New York, Bloomingdale’s, Ron Herman, Colette, Lane Crawford and Beams.
The new store will have an open, airy feel that is designed to appeal to those “living, working and surfing in New York City.”
Collett said that although it is “geographically quite close” to the SoHo unit, the West Village is “a completely new social environment. It’s a totally different vibe with all the restaurants and the Sunday walking.”
He said he and his partners, Josh Rosen and Colin Tunstall, “really live downtown. We spend all our time below 14th Street.” So it didn’t really enter their minds to open a store uptown. “We don’t spend time on the Upper East or Upper West Sides,” he said. “And the West Village has the aesthetic that is in line with our brand.”
In addition to the two New York City units, the company operates a store in Daikanyama, Tokyo. That location opened in March and has performed well so far, according to Collett. “It was a big, mature step for us,” he said. “But the response has been amazing.”
Collett said the brand, which is now 60 percent wholesale and 40 percent retail, has no immediate plans to add more stores. “We want to get the Village store performing efficiently and just continue what we’re doing.”
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty