Faherty To Bring Laid-Back Fashion Sense to Sag Harbor

Mike, left, and Alex Faherty.

Inspired by childhood memories spent barefoot at the beach and in their own backyard, twin brothers Alex and Mike Faherty launched their eponymous lifestyle fashion brand for men, women and children that is casual, relaxed and reminiscent of all things summer. With permanent locations in Manhattan, California and Boston, and a seasonal location in Nantucket, the brothers are now ready to expand into the Hamptons with a new location in Sag Harbor.

With an opening scheduled for Memorial Day weekend, the Faherty brothers say Sag Harbor’s small-town heart reminds them of growing up on the beaches of Spring Lake, New Jersey. Adding the family-oriented feel makes it the ideal location for their newest location, and they are eager to join other local Main Street businesses.

“We grew up in a beach town similar to Sag Harbor and spent our childhood summers in the ocean and relaxing with friends and family in our backyard around the grill,” says Alex. “These memories inspired us to create a lifestyle brand that makes high-quality casual clothing to be worn in those very moments. We’re a family-owned brand and we connect with the mom-and-pop environment and strong sense of community in Sag Harbor. We’re excited to join other established family businesses on Main Street and open our doors for a new beach crowd.”

Capitalizing on the beach vibes of the East End, the store will carry over the same “beach house” aesthetic as the other Faherty locations, evoking an airy feeling with an outdoor-style terrace inside, custom built pergola at the center, and a linen tented swimwear section in the back. A family friend of the brothers, interior designer Ryan Lawson, is collaborating with the company to co-design the 800-square-foot space alongside their mother, Ninie Norris. Much of the inspiration for the interior comes from the founders’ love of the outdoors, a theme found throughout the brand.

Both surf enthusiasts, the brothers share they had always wanted to design a clothing line. Alex previously worked in private equity, and Mike held a design position at Ralph Lauren. After leaving jobs in the corporate world, they decided to explore their dream and opened Faherty in 2013 with an eco-friendly swimwear collection focusing on fabric quality and construction. The brand grew to include men’s, women’s and children’s clothing crafted out of sustainable fabrics such as organic cotton, true indigo dyes, and recycled plastic bottles for swimwear. Pieces include styles for all seasons with an emphasis on timeless looks inspired by the outdoors.

“This summer, we’re releasing new treatments of indigo, featuring hand block prints and herbal dyes crafted by Indian artisans,” Mike says about what styles and looks customers can expect to see in the store this summer. “We’re reinterpreting our classic Baja poncho with serape stripes and textured knitwear for a more elevated look. We’re also putting vintage surf motifs on lightweight textiles that pay homage to the shirts our dad loved wearing every summer.”

One of the most popular summer pieces are the “All Day” shorts, Mike explains. An easy transition from day to night, or beach to bar, they are made from a proprietary fabric he designed consisting of recycled plastic bottles, cotton and elastin. “The All Days are lightweight and quick-dry, with 4-way stretch,” Mike says. “Yet, they’re tailored so they just look like a nice pair of shorts. This season, we’re releasing two new colors, and they’re all I’ll be wearing all summer.”

Faherty in Sag Harbor is set to open at 56 Main Street over Memorial Day weekend. The store will be open daily year-round.