for the past few years, i've seen a trend in surf shops that appeal to a more nostalgic aesthetic. so instead of the flashiness and bigness of most shops cater to a wider, mainstream audience, shops like Thalia, Mollusk, Shelter and even Saturdays Surf NYC target a more discerning and artisanal buyer. these shops will take their time to nurture a relationship with their customers. whereas the others will try to get you on frequency and will compete for your dollar with the online retailers.
i've always enjoyed the experience at these smaller boutique-y shops that have a knowledgeable staff, most of them also happen to be the owners. these guys are doing it for the love of surf culture and not trying to cash-in on a squid looking to wear the latest Kelly Slater boardshort. people who've been surfing for a long time, or those who really appreciate the craftsmanship, quality and rich history and story of a surfboard, wetsuit or even a tshirt design will enjoy these "retro" surf shops.
