The Stay Lucky Co.
James and Mitch Boyne were dissatisfied with the commercial surf stores that flooded the market in Perth. After visiting community-based stores in Huntington Beach and Santa Cruz in California, the brothers decided to open one in Fremantle. The first shop, which opened in 2015, was a concept store that also offered coffee. Then after two and half years of trading, the store relocated and the owners retired the coffee machine to focus on what they know best – surf apparel.
The range focuses on alternative brands, such as Afends, RVCA, Vissla and Former, that bridge surf, skate and streetwear. Local labels including Menace and Summer Saint are also available, and the shop produces its own line of tees and hoodies.
Stay Lucky’s inventory embraces beach essentials: boardshorts made out of upcycled coconut, Fallen Broken Street hats and Stay Lucky towels treated with anti-microbial technology (translation: they don’t stink out the car when wet).
The shop’s interior models street and skate boutiques with suspended racks held by hanging chains, industrial piping, timber shelves and art and photography prints. An inviting DIY-styled couch conveniently positioned before a large TV is also one of the shop’s centerpieces. The store hosts regular events ranging from film premieres and brand releases, to local art exhibitions. It also runs a yearly surf comp for the community.