Founded in 2009 by three friends Colin Tunstall, Morgan Collett, and Josh Rosen, Saturdays NYC started as a curated capsule of crew neck t-shirts, trousers and accessories before expanding into a full collection. Anchored in simplicity, the carefree attitude of warm weather, and a deep understanding of contemporary men’s casualwear, Saturdays NYC is understated and minimal in its approach to design.
Tunstall, Collet, and Rosen worked together within various arms of the fashion industry before joining forces to launch the surf-inspired brand. Surf culture was so deeply ingrained in the founding values of the brand that the original idea for Saturdays NYC was a surf shop to fill the gap in the market for surf retailers that were based in New York City at the time. The brand’s co-founder Morgan Collett had said in an interview that the entire concept for the brand came from the trio’s love for surfing, art, music, coffee and culture. Saturdays NYC has since displayed their prowess further in their seasonal capsules with quality fabrics, lifestyle products, accessories while keeping a consistent minimalist design language that stays true to their values.
Originally called Saturdays Surf NYC, the brand quickly rose to success with their small collections of men’s cotton t-shirts, loose fitting shirts and lightweight shorts and trousers. Just four years after launching the brand, Saturdays NYC opened a second retail store in New York, soon followed by two more locations in Japan. In the ten years since the brand’s launch, Saturdays NYC has grown exponentially into a globally known men’s fashion label, with manufacturing, sourcing and retail locations all over the world. Japan was a defining moment in the business’s growth, and it paved the way for further retail locations, including two in Australia. The brand’s secret to success stemmed from the near perfect circumstances which the brand was born to. In the late 2000s and early 2010s global interest in men’s clothing and fashion began to take off through prominent menswear blogs, retail stores and fashion figures. New York-based menswear brands were quickly emerging while men’s clothing Instagrams surged in popularity, bringing with it a wave of interest in men’s fashion brands like Saturdays NYC. Saturdays NYC managed to ride their success well after the wave of menswear trends fell into the background. The key to their success was that the brand continually worked to refine, reimagine and redefine its own foundations and style while remaining true to its core value of simplicity and considered quality.
Saturdays NYC has continuously updated their techniques, methods and materials through expanding partnerships with manufacturers and constant reevaluation and experimentation with new fabrics and materials. Saturdays NYC initially launched with a curated collection of menswear essentials that blended simplicity, quality, and subtly playful design. A mainstay in the label’s collections, t-shirts made from soft cotton with ribbed crew necklines, relaxed fits, short sleeves and straight hems are the ultimate men’s casual wear staple. The brand’s tees have since become instantly recognizable for their premium organic cotton quality, heavyweight feel, and bold branding. The design is consistently minimalist yet uniquely ‘Saturdays NYC’ with their ever-prominent forward-slash symbol being their most recognizable branding. The graphic tee designs are not intended to be over the top or avant-garde, but rather, subtle and easily transferable across many outfits. By spring 2017, the Saturdays NYC collection moved into ambitious new territory with all new manufacturers, fabrics and an elevated style palette. The new collection featured silky Lyocell shirts with short sleeves, a lightweight feel, boxy fit, and camp collars, finished in an array of bold prints and polychromatic hues. In the same collection the brand presented their very first suit, alongside all of the usual casual wear suspects like graphic tees, tank tops, hoodies, shorts and trousers.
Today Saturdays NYC delivers an extensive range of men’s apparel, accessories and cult grooming products boasting a sense of timeless distinction. From classic button-downs, casual pants, satin jackets and basic tees to tote bags, wallets, footwear and accessories, the New York-born brand utilises high-quality fabrics to expertly deliver goods for the fashion conscious man. Striking a balance between smart and casual, Saturdays NYC’s ready-to-wear men’s styles are characteristically cutting-edge. Here at Incu were stock all of the latest range of Saturdays NYC designs, from textured cotton knitwear to heavy wool coats, oversized jackets, loose fitting button-down shirts, smooth cotton trousers, lightweight swim shorts, printed graphic t-shirts, men’s caps, tote bags, and other accessories, we’ve got you covered with all of your casual wardrobe needs.
Saturdays NYC is proudly minimalist in its approach to design and their curated capsule of men’s apparel and accessories has expanded their growing empire into several online and brick-and-mortar stores across the USA, Japan and Australia. Shop our hand picked selection of Saturdays NYC styles in store and online at Incu, for men’s designs that will suit any and every season. For a range of similar products, shop styles from Incu favourites A.P.C., rag & bone, NN07, Norse Projects, and more.