In 2013, twin brothers Mike and Alex Faherty launched their surf-inspired apparel brand, offering clothing, swimwear and blankets for men, women and kids.
Now, the duo is opening their first San Francisco store, in the former Lava 9 space at 542 Hayes St. (between Laguna & Octavia). Brand president Kerry Faherty tells Hoodline that a tentative opening is slated for August 8.
The Hayes Valley outpost will be the New York-based brand's 11th store, allowing it to get in just under the wire of Hayes Valley's formula retail regulations. A new shop opening in the neighborhood is generally required to have less than "eleven or more other retail sales establishments in operation" worldwide.
While this will be the company's first store in the city, Faherty previously popped up six years ago with a mobile beach house near Ocean Beach.
Faherty has also filed for some construction permits with the city, with plans to remove a concrete step at the entry, as well as the aluminum siding on the shop's exterior base.
According to Faherty's website, the twins grew up surfing in a beach town. When they couldn't find anything to wear that reflected their casual lifestyle, the idea for their own clothing line was born.
Ninie Norris, the Faherty brothers' mother, is responsible for designing the Hayes Street store. Shoppers can expect the interior to be inspired by an "eclectic, beach modern bungalow."
Faherty's arrival in Hayes Valley marks the latest in an influx of ecommerce brands that have decided to open brick-and-mortar stores in the neighborhood. Their ranks also include Interior Define, Madison Reed Color Bar, Outdoor Voices, Parachute and the forthcoming Allbirds.