Gen Z’s $12T buying power is reshaping fashion. They demand authenticity, value, and sustainability—forcing brands to rethink ...

In the past three summers, East x East had unveiled pop-up stores at some of Montauk’s most exclusive spots, and Nolan looked ...

Here’s what a new generation of dedicated craftspeople—from Tony Shirtmakers’ Tony Parrotti to Tildenshop’s Tilden Yamamoto—have learned from operating brands entirely on their own.

So, as you can probably tell, given how strongly I feel about the subject, I was thrilled to see that the humble fleece has ...

There are innovations and discoveries in surfing that caught on fast. Others took some time. Here are six of them that took a ...

Maidstone Club merchandise manager Melissa Santonelli shares her keys to stocking the Top 100 mainstay with the latest and greatest gear.

Surfing columnist Corky Carroll remembers longtime friend and surfer John Peck, known for surfing backside at the “Pipeline.” ...

We've done a lot of paddle board testing here at The Inertia, and through it all, these are the brands who make our favorite ...

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 ...

Wandering through the Glenwood Springs High School hallways, new trends have drifted in like autumn leaves. Low-cut ankle UGG ...

Similar to its sister location in Soho, Saturdays West Village has an espresso bar, a shoe collection (it includes Saturdays designed pieces along with classic Vans) and ...

Love small, independent gear shops? We rounded up some of the coolest, most unique stores from across the country.