Japan’s fascination – if not a downright obsession – with americana lifestyle is endless, and reflected in a myriad of things that entices a large demographic of savvy young consumers. But it’s fashion in particular upon which their discerning focus is most fixated, and brands who know best how to translate this foreign coolness into appealing collections, not only thrive here, but also gain a highly sought-after reverence that’s quite difficult to achieve. Surf lifestyle-inspired label Saturdays Surf NYC first arrived in the land of the rising sun in early 2012, setting up its first overseas store in Tokyo’s Daikanyama district, and although the brand was already known here and had a handful of stockists nationwide, the aforementioned opening instigated a new surge in brand popularity and recognition thanks to an equally appealing retail concept.
And now, only three years on, Saturdays Surf NYC opens its fourth japanese store in the heart of Osaka. situated just off Nagahori Dori, a major thoroughfare, the store occupies 3,500 sq.ft. [325 sqm.] spread over two floors of a modern building with a façade covered in glazed blue tiles. The New York-based brand has once again pulled out all the stops to make a striking statement that further defines its coolness factor. ensuring a constant buzz and heightened interaction with the fanbase is a stylish café section on the ground floor. It’s the first of its kind for Saturdays Surf NYC’s operations in japan, and is in fact a collab with chef Makoto Asamoto – of Jiyugaoka Bakeshop fame – who has created a special menu of various bites and beverages for the establishment.
When weather permits, a row of doors opens, allowing easy access to a spartan-chic setting with tiled walls and concrete flooring. furnishings, consisting of a communal table, stools and a sturdy wooden bench, have a matching utilitarian edge. Beside the staircase, which leads to the actual retail space one floor up, a concise selection of offerings is showcased, most notably a range of signature surfboards. The spartan-chic aesthetic extends to the upstairs retail space where concrete surfaces, wood and tiled walls are once again the prevailing materials. The new Saturdays Surf NYC store carries the brand’s full range of surfboards, apparel, accessories, grooming products, art items and coffee products.
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