For years surfing in NYC was reserved for the die hards. Even though the Atlantic Ocean is minutes away, the urban density didn’t make transporting a surfboard an easy task. Nonetheless the interest was there, and in 2009 Saturdays Surf seized the opportunity and helped usher in the popularity of the sport by opening up their shop in Soho. The trio behind the wildly popular and successful label, Josh Rosen, Morgan Collett, and Colin Tunstall came together with a shared passion for surfing but added an urban sensibility and style that was unmatched. In essence they were successful at creating a New York City brand that was graphic design centric with a nod to the 60’s surf culture. They further solidified their place when they launched their clothing line in 2010 by offering more than t-shirts and boardshorts, but included button-down shirts, khakis, and jackets. They had arrived and GQ took notice by awarding them a place in their Best New Menswear Designers in America for 2012. This year has been good to the team, and expansion was inevitable. They just opened their Tokyo store in Daikanyama, a pop up store in Hong Kong’s Lane Crawford is on the way as well as a West Village shop. We spoke to Josh Rosen for a brief discussion on what’s in store.
What role do each of you take part in within Saturdays?
We all used to do everything from making coffee to selling a tee and everything in-between. Now Morgan manages clients and wholesale operations, Colin is our art director and I (Josh Rosen) handle our operations.
What’s new for the season?
For Spring we are really excited to bring you polka dots, on a board short, on a woven shirt and lining our shoes that arrive very soon. We also added denim to the line which looks very nice.
Saturdays is involved in several special projects including Porter Bags, Baxter, and Aloha Rag, are there any other collaborations you’re working on? What do you look for in your collaborations?
For us collaborations are more about the relationship than a one time partnership. We know we won’t be able to do everything perfect so we look to people who do and partner up. Baxter makes amazing products, their branding is great and we all used the stuff before we started working with them. We have a soap out now that has been doing great and we have a candle that will launch in a few weeks. Shut skateboards has a rad team of people, they are NYC as it gets. Everyone in our company uses skateboards to get around NYC so making one just made sense. We are starting the project with two graphics in a couple of colors.
What are you guys currently listening to in the store and the studio?
We have been using Spotify in the store right now and the kids have been killing it with the play lists. The office runs Chances with Wolves on East Village Radio and our friend Jauretsi’s new radio show, Sugar Barons.
Saturdays recently opened a shop in Tokyo, how is that going?
We just got back. It was really amazing to see the reaction of the people there. They get it.
Visit Saturdays Surf at 31 Crosby St.