While clothing companies whose histories lie beneath the curl of the waves added streetwear to their repertoires long ago, the surf theme further is saturating urban environments in settings ranging from coffee bars to nightlife destinations. As with the beach music trend, the appropriation of surfing as a totem for an idealistically chill way of life ultimately may extend the carefree spirit of summer into cooler seasons.
Trend Central reports that in New York, the cool kids in SoHo are taking their coffee breaks at Saturdays, an espresso bar/urban surf shop. Owned by a quartet of downtown dudes who also work in the fashion industry, Saturdays’ style pedigree is reflected in both its clientele and its stock. The multifunctional space – which includes a Manhattan rarity in the form of a hidden, plant ensconced backyard deck – is usually inhabited by NYC surfers fueling up on cold-pressed iced coffee in between trips out to the Rockaways. Boutique selections include not only a new house line of color-blocked swim trunks and Breton-striped sweatshirts, but also Levi’s’ high end Vintage Clothing collection and designer wetsuits emblazoned with still trendy triangle graphics.
Surf the Webster: Despite what the current season of Jersey Shore may have viewers believing, there’s more to the Miami lifestyle than clubs and drunken catfights. Hoping to enlighten the uneducated about the oft-ignored Floridian surf culture, Surf the Webster is a pop-up store and museum inhabiting South Beach luxury shop The Webster through the end of the month. In addition to stocking ocean ready wares like boards by the aforementioned Saturdays and swimsuits by Basta, the space also marks the beginning of a larger documentation effort, called the Miami Surf Archive Project. Helmed by Michael Laas, a Surfrider Foundation volunteer (10% of the store’s proceeds go to the conservationist organization), the temporary museum includes photos, boards, and video footage of the South Beach surf scene, from the ’60s through the ’80s. Cowabunga.