Brooklyn Surfer.
When most people think of surfing, skateboarding, and snowboarding, New York City is not usually the first image that comes to mind — but that’s because they just don’t know. They’re starting to find out, though: the Gray Lady recently took notice of a Brooklyn band of skaters, and new shops such as the Harlem-based Everything Must Go and Homage in Cobble Hill have started serving up gear. But one company that pulls board sports into a truly 21st-century reality (it’s all about the mix, y’all) is Brooklyn Surfer. Established just several years ago by Michael Green, a surfer/skater/snowboarder and “creative dude” in the ad business, Brooklyn Surfer is an apparel company and a conceptual brand; Green’s affiliate company, BSI Agency, has clients that include MTV, Sony, and Microsoft.
Michael is soon off to a trade show in Germany, followed by a few days to enjoy the powder in Vermont before returning to dig into the next season of Brooklyn Surfer products and concepts. He took a time out, though, to tell me how Brooklyn Surfer represents the true surfer of life.
How did Brooklyn Surfer get started?
The name fell into place as I was developing the concept. Being a surfer/skater/snowboarder from Brooklyn, I felt that there really wasn’t a brand I could relate to. Most of the swag that was out there was marketed to a West Coast blond dude. Well, I’m an East Coast interracial dude, and when I used to wear the other brands my peeps were like, “Yo, why you trying to be white?” Which was odd, because my mom is white. But nonetheless, it just wasn’t cool.
What was cool was finding more people like me. We all had an understanding, that traditional way of life needed to change. Just because an ethnic dude is wearing Vans doesn’t mean he’s trying to be “white” — it’s just who he is, period.
Brooklyn Surfer is that conceptual brand for people like me, who can see through the hype, color, and stereotypes that society places on people. If you’re a brutha and you dig Radiohead, ride a BMX bike, and likes Asian chicks, it’s cool. If you’re a white dude and you dig Wu-Tang and surf, it’s cool. As long as you’re cool with it, it will be cool back. That’s a true Brooklyn Surfer, a conceptual surfer of life.
Who designs the apparel and accessories?
I oversee everything from conception to completion, and call on friends to help with technical bits I don’t know.
Are there Brooklyn-based shops where it can be found?
I am looking for a location to open the flagship store, but it’s tough. Because Brooklyn Surfer is more than just an apparel label, it’s a brand. A brand that produces all kinds of products and experiences. So on one hand I need a retail space, and on the other, I need a studio. I know this space exists, it’s just gonna take some time to find.
I love that your team (a) represents several board sports, uniting them under a shared ethos and (b) is so multicultural. Can you tell me a bit about how you find your peeps — what about them or their style makes you want to sponsor them?
I meet with each rider personally, to make sure they’re a good fit for where I’m heading with the brand. It usually takes me about 15 minutes to feel that this dude is heading my direction. Mostly what I look for is a chill vibe and fierce inner competitiveness. Once I find those qualities, I know this dude is going far.
But hey — where the ladies at?
What? I just signed my first female team member last month. Her name is Agatha Wasilewska, and she is no joke! She can rip it with the best of them, on the water and in the snow!
I’ll ask you something I also asked Andrea: What’s your perspective on the new appeal that skateboarding and surfing seems to have for black and urban youth?
Well, I’ve been around this appeal all my life, so I’m just glad that more people are noticing and embracing it. It gives the new generation, which is where I’m focused, more and hopefully better opportunities in the industry.
I’d like to see more TV shows, radio shows, and magazines focused on this very concept. Damn, if I had the dough, I’d start one up today. This market is huge, and it’s only gonna get bigger.
Can you tell me a bit about the local surfing scene specifically? Any comparison you can make to the SoCal scene?
No comparison at all! East Coasters, especially those who have to huff it on the train to catch a wave, have a certain edge to them. You can see it in the eyes. I call it the “Brooklyn Surfer Stare.”
Skiing and snowboarding have been perceived as expensive and not as accessible to do. Any advice for those who’d like to start — where to go near NYC, great instructors or way to learn…?
Hunter Mountain is the closet to the city, and has an awesome park. I’m sure if you contact them, they’ll give the info on lifts and travel packages. Best thing is to team up with a few bros, split the gas, split the driving, and do a half day. It’s about two hours each way, but way worth it when you consider the other options.
Brooklyn Surfer products — including apparel, skateboard decks, and the awesome knit cap that Brooklyn skater (and Brooklyn Surfer Skate Team member) Gabe Gomez is wearing in the shot above — can be found in town at Stackhouse, Coat of Arms, Vinnie’s Styles, and Fort Greene’s Fitted by the Best. The goods are also available online at Frank Shop, Street Swag, and directly from Brooklyn Surfer’s online store.