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If you've ever worn a Saturdays Surf NYC T-shirt outside the confines of the cobbled streets of Nolita, you've definitely gotten the once-over. The big, block letters reading "Surf NYC," begs the question—at least for a Japanese tourist who stopped one R29 editor—"Where's the beach?" Or better yet, "Where can I score a joint?" Cali-missing stoners aside, we've got to give props to Morgan Collett, who, along with Saturdays' co-founders, Josh Rosen and Colin Tunstall, identified an apparently irrepressible market for urban wave-riders and beach bunnies. Two years on, the boys boast a flock of fashion-followers that's made their Crosby Street store-cum-coffee shop the best place for a street-style photographer to capture gorgeous Condé staffers lingering over an extra latte in hopes of chatting up the very eligible Collett. Speaking of street style, we're raising single ladies' blood pressures with Morgan's own modeling—the dude (who's practically become a Wikipedia entry on downtown casual-cool) tries on four of his favorite outfits and lets us in on why we all want to look like him.
Click through to see NYC's hottest surfer show off his cult style.