Saturdays NYC New York isn’t just a fashion label; it’s a vibe, a culture, and a creative sanctuary born in the heart of SoHo. Known for its sleek menswear, modern lifestyle offerings, and ties to surf culture, Saturdays NYC has quietly but powerfully redefined urban minimalism. It has grown from a small surf shop into a global brand admired for its clean design, creative storytelling, and cultural impact.
In this article, we’ll dive deep into the journey, ethos, and essence of Saturdays NYC New York—how it came to life, what makes it stand out, and why it continues to be a favorite among creatives, surfers, and style lovers alike.
Saturdays NYC was founded in 2009 by three friends — Morgan Collett, Colin Tunstall, and Josh Rosen. The idea was simple yet revolutionary: open a surf-inspired clothing and coffee shop in Manhattan, far from any beach.
At the time, blending surf culture with a metropolitan lifestyle was unheard of. But SoHo, with its artistic roots and fashion-forward crowd, became the perfect incubator for their dream. The first Saturdays NYC store at 31 Crosby Street offered premium surfboards, high-quality coffee, and clean, well-crafted apparel.
SoHo wasn’t just about fashion — it was a neighborhood known for creativity, independence, and the spirit of rebellion. Saturdays NYC mirrored that energy. From the start, the store was more than a retail space. It was a hangout spot, a gallery, and a community space for designers, photographers, and surfers.
Despite being miles away from the ocean, Saturdays NYC brought authentic surf culture into an urban environment. The founders, all surf enthusiasts, created a space where surfboards hung beside art books, and clothing racks stood next to espresso machines.
This unique concept helped Saturdays NYC attract a loyal following of not just surfers, but also skaters, artists, architects, photographers, and young professionals.
Their core mission was to bring a sense of ease, simplicity, and intention into men’s fashion—much like the feeling of catching a perfect wave.
When it comes to fashion, Saturdays NYC New York stands for minimalism with a twist. The brand focuses on clean lines, high-quality materials, and timeless pieces that are easy to wear and easy to pair.
Key Fashion Offerings:
Every piece reflects a balance between form and function. They’re made to move, work, and relax in — whether you’re at the office, at a beach house, or walking through the streets of New York.
One of the things that made Saturdays NYC New York stand out early was its in-house coffee bar. While customers shopped, they could sip on expertly brewed espresso or relax in the quiet garden in the back of the SoHo shop.
This idea turned the brand into a community hub. People came not just to shop, but to stay — to meet, to work, to collaborate.
Over time, Saturdays hosted art shows, photography exhibitions, and magazine launches. This creative energy turned the brand into a lifestyle — not just a label.
From its first store in SoHo, Saturdays NYC quickly grew into a global brand. Today, it has flagship locations in:
Despite its international expansion, the brand has maintained its local, intimate feel. Each store reflects its neighborhood’s vibe while keeping Saturdays’ signature aesthetic — clean, warm wood interiors, curated playlists, and minimalist design.
In 2012, Saturdays launched its own in-house magazine, adding another layer to the brand’s creative identity. The magazine features interviews, photo essays, and stories from designers, musicians, artists, surfers, and thinkers.
This editorial extension helps Saturdays NYC maintain its voice in culture. It’s not just about selling products—it’s about sharing ideas, sparking dialogue, and building a brand universe.
As the world becomes more conscious of sustainable fashion, Saturdays NYC New York has made thoughtful steps. While it may not position itself as a fully sustainable brand, it emphasizes slow fashion principles like:
These values align with its belief in intentional living — buying less, choosing well, and keeping things simple.
Saturdays NYC has worked with some of the most respected brands and creators, often on limited-edition collections. Some notable collaborations include:
Each collaboration adds fresh energy to the brand without losing its identity. These projects tend to blend fashion, art, and function — appealing to fans who crave both style and substance.
So, what makes Saturdays NYC such a beloved brand in the crowded world of men’s fashion?
If you walk into the Saturdays NYC store in New York today, you’re likely to feel:
It’s not just about buying clothes. It’s about enjoying the space and being part of a modern lifestyle that values simplicity, beauty, and community.
The brand has done a solid job of blending online and offline experiences. The website offers an easy shopping experience, while Instagram and other platforms showcase its latest styles, creative stories, and community updates.
During the pandemic, Saturdays focused more on e-commerce and storytelling, helping them stay relevant even without physical foot traffic.
Their email newsletters, seasonal lookbooks, and digital campaigns reflect their clean aesthetic and intentional tone.
As the fashion world evolves, so does Saturdays NYC. The brand continues to explore:
But one thing is clear: Saturdays will always be about more than clothes. It’s about an attitude — a calm, confident way of living that blends surf, city, and creativity.
Saturdays NYC New York represents what modern lifestyle brands strive to be — authentic, intentional, and emotionally connected to their audience. From its SoHo roots to its international shops, the brand has maintained its identity while expanding its impact.
Whether you’re grabbing coffee, browsing minimalist fashion, or flipping through their magazine, Saturdays makes you feel like you’re part of something thoughtful and timeless.
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