Saturdays Surf NYC

A surf shop in the middle of New York may seem like an outlandish idea, but the gentlemen behind Saturdays Surf somehow made it work. Yes, they do sell surfboards and wetsuits, but they've managed to turn the concept into a full-on lifestyle brand. Their own collection combines an assortment of thoughtful graphic tees with classier woven shirts, chinos and of course, quality board shorts. They round out the selection with brands that channel both American heritage and timeless California cool. The warm reception the store's received is one wave they're riding into success.