After nearly three long years, what was once a blighted retail space is now unrecognizable in the best way, as the doors of Surf Style opened last week.
While some departments are still coming online over the next few weeks, store manager Bruce Blevins told the Weekly he envisions the space as not only a one-stop shop for a typical day in the Keys, but also a place to gather and spend time in the evenings.
Surf Style is, first and foremost, an apparel retailer, with racks stretching as far as the eye can see from the front entrance. Around 60% of the gear is marked with Surf Style’s own brand, but the back of the store is filled with all the familiar logos from beach and boat days – Salt Life, O’Neill, Under Armour, Columbia and Huk, to name just a few.
It’s a stark contrast from gear found on the brand’s website, which boasts collections of shimmering neon-colored pieces that might feel more at home in mainland locations like Miami.
“Most of our stores don’t carry all the brands, because they’re just too small,” Blevins said. “Because this is our flagship store, we’re going to have every brand, anything that any SurfStyle sells.”
A gifts, accessories and toy section accompanies the clothing selections, and a fishing section with gear, kayaks, frozen bait and a massive TV display is nearing completion at the back of the store.
“We carry a lot of stuff that people really didn’t think of,” said Blevins. “Saturday when we opened, I did meet-and-greets all day at the front, talking to locals. I told them, ‘go walk around, then come back and see me.’ I just loved the wow look on their faces when they walked in.”
If shopping brings customers through the door, Surf Style’s flagship attraction will give them a reason to stay a while: a FlowRider system, using high-powered pumps to provide a perpetual wave for guests to body board and surf in an island not exactly known for its perfect barrels.
Guests are admitted to the attraction in groups of six, available for $40 by reservation or walk-in, and cycle through turns riding the wave over a 30-minute interval, Blevins said. For other guests waiting and watching, a gelato and candy bar is situated right outside the FlowRider’s doors, along with a stocked convenience store.
“We want this to be the place to come at night and have a good time,” Blevins said, adding that the store and FlowRider attraction are scheduled to stay open until 11 p.m. or possibly midnight during busy tourist seasons. Current store hours are 8 a.m. to 10 p.m., and Blevins said he plans to push his opening to 6 a.m. once the store has a fully-stocked fishing and bait selection.
Photos by ALEX RICKERT/Keys Weekly
