Surfin’ NYC

Two years ago, before Morgan Collett opened his coffee/apparel shop on SoHo’s Crosby Street, the words “Surf” and “NYC” were as unlikely a combination as “Manhattan” and “low rent”. But bolstered by a reputation for stylish product, good service, good coffee and a cozy back porch area that takes you away from the hubbub of the neighbourhood, Collett’s venture has garnered a fervent following both at home and abroad. 

From the looks of his store, stocked with everything from his iconic tees, plaid button ups and chinos, to wet suits, surfboard wax and beach soap, it’s clear Collett has an eye for classic, well-made American staples that harken back to his sundrenched days growing up in Southern California.

Mr. B’s: What was it like growing up in California on the beach?

Morgan Collett: I’ve lived a pretty blessed life, living in California and now in New York City, I feel like you can’t get much better. We’d surf and skateboard, and yeah, snowboarding. In the morning we’d go skateboarding, in the afternoon we’d go snowboarding, and then surfing the next day. I think that California might be one of the only places in the world where you can do all those sorts of things in twenty-four hours.

Mr. B’s: It’s obvious that your time in California informs how your store is curated, when you select a piece for your store what are you looking for?

Collett: Honestly, it’s mainly pieces we personally want to wear and that we would wear on a consistent basis. If you can’t wear it, it defeats the purpose.

Mr. B’s: Is there a style period in the last century that you love?

Collett: In the 50s and 60s beach culture was so interesting because everyone really dressed up. Even if you were a surfer on the beach, everyone wore suits on an airplane, everyone was just a bit more sophisticated because socially, that was more accepted, and that’s why I’m more interested in the 1950s man.

"I really like the
timeless and classic
aesthetic of a shoe."

Mr. B’s: What is something in your wardrobe that you can’t do without right now?

Collett: I think my favourite, are good chinos. I used to have a lot of denim, but recently chinos have been a staple like, every day. Whether it’s dressing up or going skating. Having a really strong pair of chinos is really important

Mr. B’s: How about dress shoes, what do you look for?

Collett: A clean design aesthetic, I don’t like really flashy shoes. I like styles of footwear that withstand time, something classic. I really like the timeless and classic aesthetic of a shoe. Having a strong well-manufactured shoe is important, because it’s going to last, it’s not going to be the shoe of a trend. It’s going to be able to mix with your wardrobe most days depending on what you wear.

Mr. B’s: What does it mean to be a gentleman or a guy today?

Collett: I think it has to do with being true to yourself and really knowing who you are and being your specific individual. Especially in New York City; there’s millions of people here and they’re all different. You can’t expect them to be the same and you really just have to focus on what makes you happy and just being a good person.