Morgan Collett, Colin Tunstall and Josh Rosen opened up the first Saturdays NYC store in 2009, in New York’s Soho neighbourhood.
“Saturdays was one of the first in the neighbourhood to start serving [decent] coffee, back before the ‘coffee craze’,” says Collett.
Sevens years later the lifestyle brand has something of a cult following, with roughly 150 stockists globally including exclusive department stores and boutiques such as Colette in Paris and Beams in Japan.
This week Saturdays opened its first Melbourne store in QV’s Albert Coates Lane. It’s the brand’s eighth branch (the sixth outside of the U.S), and like its other outposts is a mix of retail, coffee bar and hangout space.
The store carries the brand’s eponymous line of minimal, clean-cut menswear, which includes everything from t-shirts to collared shirts, blazers, jeans and board shorts. There’s also a small collection of surfboards.
“Sport and surf culture is part of the DNA of the brand,” Collett tells Broadsheet at the new store. “But we wanted to create a clothing label that isn’t just associated with surfing. Living in New York, we all have an interest in art, photography, style. We built a brand that incorporated everything instead of one element.”
Saturdays also produces an annual ad-free print magazine that profiles figures across art, fashion, culture and surfing.
Tunstall and Rosen both have a background in fashion sales and distribution (for Acne and Nudie, respectively), while Collett was art director at Esquire and GQ. The trio’s friendship developed around life in New York City and weekends spent surfing or snowboarding – Saturdays came together around the same interests.
“The first day we opened, we sold a surfboard and I thought ‘oh my god’, we’re going to sell crazy amounts of surfboards every day,” Tunstall says. “Of course that wasn’t the case.”
“Now our customers are everyone from bankers to musicians, artists and young skater kids,” Collett adds. “It’s grown.”
After the opening of Saturdays’ first Australian store in Bondi last year, Melbourne felt like a natural progression. Like the Bondi shop, Akin Creative took care of the Melbourne fit-out, which keeps Saturdays’ signature combination of neutral tones, clean lines and a timber bench where customers can have their coffee.
There’s also another white bench pressed against the front floor-to-ceiling windows. This is the part of a store where you’d normally expect to find mannequins; Collett and Tunstall say it’s for people watching, with a coffee in hand.
“Melbourne is another big, influential city we want to become a part of,” Collett says. “It’s a huge part of our store to sit down and have a coffee, so it’s exciting to see the passion for coffee here.”
Shop 9, Albert Coates Lane, QV Melbourne
(03) 9639 3869
Mon to Thu 8am–6pm