Images courtesy faherty brand
The Faherty brothers spent their summers surfing, relaxing and building lifelong friendships on the Jersey shore. These defining moments eventually inspired the tousled-haired “dudes” to launch Faherty Brand, a sustainable, family-owned clothing company with locations in SoHo and Greenwich Village (in addition to Boston, Malibu, Nantucket, Newport Beach and a brand new location that opened in mid-May in The Hamptons’ Sag Harbor).
“Alex and Mike always loved the casual nature of the beach, but as they got older they began to appreciate the intricacies of fashion as well,” says Faherty Brand President (and wife to Alex), Kerry Faherty. After high school, Alex went to business school, while Mike deepened his knowledge of design at University of Washington at St. Louis, before spending several years with menswear visionary Ralph Lauren. Five years ago, they decided to realize their lifelong dream of creating their own beach-inspired clothing line — and they haven’t looked back.
Every Faherty Brand design is produced in small batches from custom-made fabrics, and carries a lifetime guarantee. The unique, vintage vibe is expressed through fitted ponchos, flannel button-ups and weathered denim washes. “We really see ourselves as redefining casual wear by holding it to a higher standard. Our pieces are very lifestyle oriented — these are clothes you want to wear in the places you love with the people you love!” Faherty gushes.
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Faherty Brand’s dedication to their customers and the environment is evident: Their ethical swimwear line is made of materials sourced from recycled plastic bottles, and the business is a loyal member of “1% for the Planet” — meaning that one percent of all product sales is donated back to an environmental organization. “Our strong sustainability ethos is what sets us apart, and that’s incredibly important to us,” Faherty says. “We are the antithesis of fast fashion, which is one reason why we tend to build a strong community wherever we go.”
While locations like the one in SoHo tend to attract more tourists, the storefront on Bleecker St. welcomes many familiar faces. “We love that we see the same people all the time, like the couple with their dog who comes to check out our new women’s and menswear collections every six weeks,” Faherty says. “There’s something to be said about having neighbors, and being a part of a community that we actually get to know.”
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