Surfing and New York City aren’t exactly synonymous — at least they weren’t when Saturdays Surf NYC opened its doors in 2009. Co-founders Josh Rosen, Colin Tunstall and Morgan Collett had no idea that in just a few years, the brand would be anchoring a new surf culture in a city that finally realized Rockaway Beach is just a train ride away.

The founding trio, who previously worked at J. Lindeberg, Acne and Esquire respectively, felt that there was no outlet for their interests. “We wanted the blend of lifestyle, fashion, art and culture,” Collett says, “mixed with a love of surfing on the East Coast and all around the world.”

The company, which began as a modest T-shirt brand, has grown to become a refined men’s ready-to-wearlabel sold in 18 countries. It has stores in New York’s West Village and Soho areas, as well as three grand outlets (and a devoted following) in Japan.

“Saturdays completely embodies the notion that surf and skate are more than sports, they are lifestyles,” says Kevin Harter, vice president of men’s fashion direction at Bloomingdale’s, which stocks the brand. “They have inspired lots of people to embrace a surf lifestyle in a New York way.”

New York is currently experiencing surf mania, both on the waves and in retail. A plethora of other surf-informed shops, such as Patagonia’s Surf Shop on Bowery, Pilgrim Surf + Supply in Williamsburg and Aegir Boardworks in DUMBO, are now part of the seascape. If the outbreak of West Coast meets East Coast surf style has shown us anything, it’s that surf fashion is here to stay.

There are many luxe-tinged standouts in Saturdays’ current spring collection, including the “Goose” bomber jacket ($225), “Derek” sneakers ($135) and the “Esquina Safari Print” oxford ($108). The collection’s Safari print was inspired by the graphic design on the elevator doors of Tokyo’s iconic 1960s landmark Hotel Okura.

Saturdays’ newest store opens in April in Osaka, and its new line of sunglasses, hand-made in Japan with Italian acetate, will launch this summer.

“You don’t have to surf to shop here,” Collett points out. “These are clothes you’re meant to live your life in.”

Here’s to hanging 10, 24/7.

By Timothy Mitchell

So long gangstas, punks and chavs —this season, the streetwear scene is all about surfers. But the look is far from buttoned-up Beach Boy. Designers invoked wild, West Coast rebels from the ’80s and ’90s. Think tie-dye, skater kicks and gnarly graphic prints, or Sean Penn in “Fast Times at Ridgemont High.” Cowabunga, dudes.