Since its founding in 2009, Saturdays Surf NYC has gained a cult following for its laid-back, casual clothing with a distinctly Big Apple style sensibility. The surf label opened its first pioneering store in SoHo - a coffee shop-come-clothing store in the heart of the city where surfers could meet and hang out together. By 2011, GQ magazine called Saturdays "the coolest store in America right now." Geometric prints and bold contrast colours combine to create Saturdays Surf NYC beachwear. Above-the-knee boardshorts are ultra-contemporary while recalling vintage beach style.