AN EXCERPT FROM AM SURF MAG #1
Let me take you back to 2013, where a young me, fresh out of uni, got a job at Ralph Lauren, working manufacturing and sourcing for accessories and footwear. It was a “dream job”. It brought me into New York City, where my only goals at the time were to have a stable income and learn from a company that was at the top of its world.
At the time, I was living in Lido Beach, NY. Lido Beach is a seaside town about an hour outside of New York City. It’s a barrier island, where this particular land mass is cut off from the rest of Long Island. I often like to imagine what this landscape might once have looked like- large sand dunes sweeping down the coast, scrubby pitch pine forests, meandering estuaries and marshes, large flocks of migratory birds passing through, and long stretches of empty, jetty-less beach breaks. Lido and Long Beach today, have become more like Queens- bumper to bumper homes, high rise buildings, traffic lights every 200 feet.
Unlike the seasonal beach towns of Long Island’s east end, Lido, which sits right next to the town of Long Beach, is a year-round residential town. The people of this town are a hardworking group, who generally all, myself included, seemed to be looking for the balance that came from living 2 blocks from the ocean and also within an arm’s reach of the city. Lido during this time wasn’t the super crowded beach break I have now become accustomed too. Pacific and Lincoln boulevard were the dominate lineups, where most LB locals called home. Lido Beach always felt like the “leftovers. This was my home break for the better part of 2 years.
In the mornings before work, when the sun would rise early enough, Id wake up and make my way to the beach for a surf. I had one board at the time- a 5’4 Hypto Krypto. It fit in my two door Jeep perfectly. Most days, I could only squeeze in 40 minutes or so of water time. After scoring what most often would be sub-par surf, I would run to my car, get changed out of my wetsuit, and catch the 7am train into Penn Station.
It didn’t take long to learn that corporate jobs, even if it is with an industry leader, weren’t that exciting. A job which I hoped would help me learn about an industry I wanted to be a part of, was really a paper pushing job. The same tasks over and over again- a top down corporate structure where a select few were dictating the direction for all.
It only took a few months before I started getting bored, and really began thinking about starting my own business. My morning routine of surfing and commuting was the catalyst for thought and initial brand concepts. At the end of 2013, I moved back in with my parents, and saved every dollar I could.
By the end of 2014, I had saved just shy of 30k, and this was to be my “seed’ money for what would become “ adam mar”.
Being young and inexperienced in the business world, was a series of sad and hard lessons. The 30k I saved vanished almost immediately. I invested in a factory that I put too much trust in. That initial seed money went into product that didn’t fit, and was virtually un-sellable. I remember feeling totally deflated - for months- not really knowing how to pick up the pieces and continue pushing forward.
Soon after the first collapse, my aunt introduced me to an old friend of hers who worked in the clothing business. Turns out she was the former president of DKNY.
We soon struck a deal in which she would loan me 100k for 30% of my business. Either way you look at this, it was insane. I was unproven, and had nothing but failure to show her, and she was going to give me 100k and some advice? On the other side, what was I thinking? Giving up 30% of my dream business so early on.
Word of advice to anyone who wants to start a clothing business- start small, and keep it small for as long as possible. My former partner, was not of this mind set. She came from a world of “ majors”- or the big retail players, Macy’s, Bloomingdales, Nordstrom, etc. She wanted to go big and fast.
My first collection with her was made up of one style of t-shirt in three colors, a jacket, some thermals, a board short and a trouser. That first batch of t-shirts was made up of 3,000 units. Let me say this- please don’t order 3000 pieces of anything on your first order. 50 units would probably have been enough. I’m still sitting on some of that initial inventory. In fact, if you have ever attended one of our sample sales, you may be familiar with $1 t-shirts…those are them.
It didn’t take long for me to realize that this partnership was not going to work. What I did next was both nerve-racking and necessary. I took out a loan and paid my partner back, and we went our separate ways.
The early days of my company seemed like one set back after another. A money pit that kept getting deeper and deeper. Being honest though, I had always enjoyed the process, and still do. Business is the craziest roller coaster you will ever ride. A dear friend of mine once summed up starting a business into a few simples words –it goes like this “ yayyyy…..oh crap, oh crap, yayyyy, crap….crap…crap…. and that’s business, it just keeps cycling with those few words. With all of the highs and lows, I was learning a lot- inventory management, the value of book keeping, the value of relationships…
2017 was the year in which everything changed. My mom and I came out to Montauk one February morning to have lunch. We drove passed 54 S. Erie ave, in Montauk, which had a “for rent” sign on the window. On a whim I called the relator, and within a few weeks I signed a lease.
There is a pretty commonly used expression “ go with your gut”- my gut on this one said take the space.
The early days of retail were a continuation of the “yay, oh crap” feels. John (landlord), I hope your not reading this, but when I first opened shop I couldn’t afford a living space in Montauk, so I slept on the floor- right behind the front counter. I had a blow-up mattress, a small pillow and some bed sheets that I would tuck away each morning.
Opening a store is a test of patience and commitment. It takes time to foster a community and build a good reputation. Expecting to open a store and be filled with people day 1 is super unrealistic. Word of mouth is key in building an engaged community, and for 8 years, that’s what we did. We let our service, product and customer experience be the main drivers of the business’s growth- no paid ads, no tricks.
By year 4, things started to turn. Inventory was moving, and the business started making a little money.
The funny thing about owning a surf shop, is that going for a surf is actually good for business. It’s a wonderful existence to have days that are filled with morning and evening surf session, sandwiched between operating the store, designing collections, handling online orders and returns, etc.
Owning a surf shop is unlikely to ever result in getting rich, but the joy in my every day is worth it all.
I hope everyone can find the joy in their work, and if you take away one thing from my story, its please,…. Enjoy The Process.
Thanks,
Adam