When Jayma Cardoso opened The Surf Lodge in 2008, the thought of trekking to Montauk seemed absurd for most Hamptonites. Fast-forward a few seasons and the area is burgeoning with some of the most popular hotels, restaurants, and bars. The Surf Lodge–where the buzz has been strong all season thanks to high profile performances by the likes of Courtney Love and Willie Nelson–is capitalizing on its success with a clothing line designed and manufactured by East End favorite Twenty Tees.
“Surf Lodge was looking to build a fashion program with a high-end, experienced contemporary manufacturer,” says Twenty Tees founder David Helwani, who also owns a one hundred percent vertically integrated fabric mill in Montreal. “Our fabrications mesh very well with the easy, luxurious, surf-inspired lifestyle that Surf Lodge represents.” Helwani explains that the collection’s focus is on creating an elevated surf experience that can’t be found anywhere else in Montauk.
The Surf Lodge currently stocks between seven and ten styles at once, with new ones coming in every week. “Since the hotel gets so many repeat customers, we wanted the regulars to be able to find something new every weekend,” explains Helwani. In addition to branded tops, hoodies, and accessories, Helwani and his team worked with photographers and social fixtures Max Snow and Ben Watts on capsule collections.