With a harmless toss of a t-shirt, Marine Layer was born in 2009 by founder Mike Natenshon. Devastated about the loss, he wondered if he could recreate the shirt he once loved and wore religiously that his then-girlfriend harmlessly discarded. Needless to say getting that perfectly worn-in feel wasn’t easy. It took him over a year and a fair share a credit card debt to develop the now beloved signature fabric the brand is known for—an eco-friendly, sustainable, and super soft blend comprised of Supima cotton and MicroModal made with beechwood pulp.
Once the quintessential tee had been perfected it was time to take it to the masses. Partnering with long-time friend Adam Lynch, they bought a ’69 VW bus (very appropriate for the retro-inspired brand) and started selling t-shirts from city to city. Soon following the duo launched a pop-up on Chestnut Street in San Francisco where the brand is based. After building customer loyalty, and developing a complete product line to outfit guys, gals, and kiddos from head to toe, they decided it was time for a more permanent step. Following almost $4 million in funding (and probably Mike’s personal debt erased), the brand is now thriving with 34 stores across the U.S. At a time when most brands are questioning the viability of brick-and-mortar, Marine Layer’s $800 average sales per square foot might argue otherwise.
Most recently the brand brought its relaxed Cali style to Columbus, Ohio at the prominent shopping destination Easton Town Center. Entering the space shoppers are immediately introduced to the surfer dude “Oh Hey” spirit and a sign encouraging you to “Touch Everything” (trust me, you’ll want to).
The relatively cozy space is playfully divided with Women’s to the Window, Men to the Wall. An eclectic collection of smooth wooden stools and tables create a center focal for the brand’s Lost & Found collaboration, a limited edition, ’70s inspired capsule collection. Potted plants and southwestern style rugs naturally blend into the space, while simple shelving surrounds the perimeter walls. A vibrant back wall with the Marine Layer logo affirms the West Coast sensibility.
The brand’s attention to detail doesn’t stop at the product though. Each store is uniquely designed to reflect cues of the surrounding city, no two alike. In Chi-Town customers will find details of tiled flooring, wood paneling, books, and brass to suggest and old-school office-like vibe, whereas in Portland coffee, couches, pinball, and a patio create a third-place hangout experience.
And, if that wasn’t enough to suggest the brand’s strong community focus, they’ve expanded beyond apparel and have added a layer of hospitality with Airbnb. After acquiring a space above their Portland store they used for when visiting, the founders realized they had an opportunity to build some additional brand equity in some of the best shopping destinations. Decked out with mod furniture, tchotchkes, and vintage décor, it’s a Millennial traveler’s dream. Each location even offers guests city guides curated by the store’s staff to explore the best-of-the-best.