Think American surf brands are only from California, Hawaii or Miami? You’d be right, if it wasn’t for Morgan, Josh and Colin, the three guys behind New York’s only surf store, SATURDAYS SURF. Thanks to massive support from BEAMS and other key stores, they’re visiting Japan for the first time this week, and Le Baron de Paris is hosting their welcome party. MORGAN heads up lineup including Takashi Sato from BURTON, Daisuke Oguchi from THE NORTH FACE. Be prepared for some surfin’ sounds with an urban twist like you never heard before.

MORGAN (SATURDAYS SURF)
New York-based surfers Morgan Collett, Josh Rosen and Colin Turnstall opened Manhattan’s only surf store, SATURDAYS SURF, in 2009. Their stylish gear reflects an unusual take on the surfer lifestyle and has caught the eye of BEAMS, which carries their best-selling T-shirts, as well as PORTER, who they teamed up with for a collaboration bag in 2010. The store has become a congregating point for pro surfers and fashion insiders, as well as Wall Street surf addicts and other assorted urban wave riders.

TAKASHI SATO (BURTON)
Takashi Sato works for board sports megabrand THE BURTON CORPORATION. In the first floor of the company’s Shibuya building is a skate space called Analog Bowl Park, which is where you’ll find him most of the time, except when he’s riding somewhere else or showing off his DJ skills.

DAISUKE OGUCHI (THE NORTH FACE)
Born in Hokkaido in 1973. As one of the leading perpetrators behind the current boom in outdoor fashion, Oguchi currently works as the PR for top brand THE NORTH FACE. A new store called THE NORTH FACE STANDARD opened in April in the Harajuku area.