Why it belongs in ORBIS
Colin Tunstall, Morgan Collett and Josh Rosen opened Saturdays as a SoHo surf shop in August 2009, selling boards and wetsuits alongside books and art before growing into a menswear label with additional shops in New York and Japan.
Saturdays NYC opened in August 2009 on a small cobblestone street in SoHo, founded by three friends - Colin Tunstall, Morgan Collett and Josh Rosen - who each had backgrounds connected to the fashion industry. The original concept combined a downtown New York City surf shop with a lifestyle retail sensibility: alongside surfboards and wetsuits, the shop sold books, fine art and other lifestyle goods, aimed at supporting a surf-adjacent life within an urban setting rather than a coastal one. Within about four years, the business had expanded from that single storefront to a second New York location plus two shops in Japan, and it evolved from a shop selling third-party surf gear into a brand designing and producing its own menswear line.