Swell

I don’t surf. I don’t know the first thing about surfing, beyond whatever I’ve garnered from TV and movies. So how I ended up on the mailing list for Swell is beyond me. But I’m glad I did! The catalog is beautifully shot and immediately eye-catching — my first thought was that it was a Patagonia catalog — and it’s full of interesting, laid-back styles. No surprise there, given the clientele. The catalog is also fully integrated with their website. The bottom of every page, whether it’s a photo spread of a couple of models or a line-up of shirt, has a keyword that reveals more of the same type of item on their website.

Now, I know the swells out here on the East coast don’t get so big, but I’ve definitely seen a few people wandering toward the subways with a surf board. And if Brooklyn can support its own surf shop, then someone round here must be interested in Swell (not to mention, those of you in Cali and beyond who hog all the nice beaches). Take a look, even if it’s just to have a gander at their slick photography. They’ve also got a serious line-up of surf inspired tees. Makes the death of summer just that little more bittersweet, no?