“You wait in line in the searing sun, and you’re not the only one. “We live around the corner and would come for the sale,” she recalls. A native, she brought her kids for years before becoming an employee. “I’ve always noticed that men tend to get what they know is comfortable and walk out the door,” Brand explains, “but men are actually shopping now.”īrave New World’s biannual blowout sale really draws a crowd, Brand says. And once the tourists vacate, skate brands like Vans and DC Shoes start to fly on the men’s side.
Even with three grab-and-go racks of the comfy slip-ons, Brand says, “We sell out faster than we can keep it on our shelves.” Generally, Brand says flip-flops from Reef sell well for men, women and kids during the summer months.
For the most part, they’re local kids who know the beach,” she says.Īs of late, that’s been Sanuk’s Sidewalk Surfers, or as the brand refers to the naturally flexing footwear, Not-A-Shoes (get it?). “They’re in the know about what’s going on. Regardless, Brand says the kind of kids she hires are up to speed on what’s hot with beach dwellers now. In Brand’s shoe department, staffers are chosen for their outgoing personalities and work ethic, despite the fact that she affectionately calls one employee “Bum” due to his habit of sleeping right until it’s time to clock in. Brand notes, “It’s a shore-style department store.” Upstairs is what Cathyie Brand, the store’s footwear manager, calls the “fun stuff”: Rows upon rows of surf and skateboards, helmets, wetsuits and niche magazines. Men’s, women’s and kids’ apparel is located on the ground floor, along with swim, footwear and accessories. 35 South, the gateway to now infamous Seaside Heights, it’s no wonder the store requires a minimum of 15 employees on the floor at any given time. Opened by Bill Lammer in 1974 as a bike shop, Brave New World Surf Shop in Point Pleasant Beach, NJ, has exploded to stock everything from apparel, footwear and sunglasses to surfboards, skateboards and décor-bikes sold separately.
The one thing Brave New World offered in its fledgling years may be the one thing that no longer appears in the store’s merchandise mix.
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