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August 21 2014

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At Saturdays, Surf’s Up—Even In January

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Even at the surf shop, there’s no off season. “We surf when it’s 30 degrees in January,” Saturdays Surf co-founder Morgan Collett said with a laugh at yesterday’s preview of the shop’s expanding house label. Not everyone may be so bold (or so reckless), but the Fall collection he designed with partners Josh Rosen and Colin Tunstall—the first the brand has shown, debuting exclusively on Style.com—is inspired nevertheless by “surfing in the wintertime—but keeping your NYC lifestyle.”

Board short-style swim trunks are available year-round, in other words (the best here in black-on-black or navy-on-navy tonal stripe the guys call “jailbird”), but for the first time, so are outerwear pieces like shearling-lined parkas, Harrington-style Goose jackets, and knit beanies. Flannel shirts join poplins and oxfords (all subtly embroidered on the placket with the Saturdays slash); French terry sweatshirts and cotton/wool knits are a larger part of the range; and a new series of Saturdays tees joins the existing options. “In southern California, surf shops don’t have their own labels, but every one has its own T-shirt,” Collett explained. (The Saturdays T-shirts are becoming a signature piece for the shop: They were recently picked up by J.Crew, which now offers them in its Spring catalog.) The pricing remains regular-guy friendly: Outerwear tops at $325, with shirts in the $100 range and tees starting at $35.

Not bad for three guys less than three seasons into their own collection. The Saturdays store, bolstered by word of mouth, New York’s revived interest in surf culture, and one of the best coffee machines on Crosby Street (the bar at the front part of the shop pulls espressos daily until 7 p.m.), is more and more a destination on the retail map; and the in-house collection is now large enough to fill it completely, pushing most of the store’s outside merchandise (Levi’s denim, Lightning Bolt tees, and sportswear by the SoCal label Riviera Club) to online-only. (It’s TBD if they’ll eventually return to the bricks-and-mortar retail space.) And next week, a second Saturdays opens: as a pop-up at the Bio-Top space of the cult Japanese boutique Adam et Ropé in Tokyo.

Photos: Courtesy of Saturdays Surf

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