Jun 26, 2018 | By Emma Griffin
Nov 03, 2009
Where would one find a chic surfer girl in New York City? Most likely hanging out at Saturdays Surf NYC on Crosby Street in SOHO. The store (that moonlights as a gallery) provided the perfect setting for the Roxy 2010 Spring Collection preview party a few weeks ago. Confection colored apparel, swimwear and wetsuits where merchandised in moody vignettes throughout the store, while surf films like Dear & Yonder looped on a DIY movie screen in the backyard.
Right on trend, the collection could be described as “indie rock girl goes on a global surf holiday”. The mix of bleached denim, slinky tees and tropical printed sundresses were accented with touches of hardware, braids and feathers. Key accessories included woven fedoras, platform sandals and studded handbags.
Roxy surf team rider, Kassia Meador, designed a signature wetsuit with her actual signature on the back. She also scribbled little hearts on the shoulder area – quite cute and indicative of Kassia’s charismatic personality. The full suit aka “the Cypher” is made of both Fiberlite and Bio Fleece thermal. Fiberlite a Hyperstretch neoprene that is combined with Bio Fleece and finished off with Flexmax seam seal tape, for guaranteed a warm ride.
Aside from the quintessential city surfer girls, fashionable editors from magazines like Nylon also came through to seek inspiration for next spring. Saturday’s owner Morgan Collett and Roxy family member Stephanie Paine, were in attendance catching it up with friends. As we layered on winter coats and sensible shoes, we couldn’t help but yearn for summertime, imagining that somewhere at that very moment, someone was catching the perfect set.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.