Two brothers ditched corporate safety to sell surf gear out of a trailer. Now their brand Faherty is a $250 million retail titan reshaping American casual wear. What started as a childhood dream in New Jersey has exploded into a global business that defies the retail apocalypse.
From Jersey Shore To Ralph Lauren Design Rooms
Mike Faherty was never just a casual shopper. He was obsessed with the texture and feel of fabric from a very young age. Growing up in a New Jersey beach town during the 1990s meant his life revolved around surf culture. He spent his days surrounded by heavy logos and stiff board shorts from giants like Quiksilver.
Everything changed when his family moved to Manhattan. A trip to Bergdorf Goodman exposed a 12 year old Mike to the world of luxury cashmere. He realized immediately that he wanted to blend the laid back vibe of surf culture with the premium touch of high end fashion.
This hybrid style became the blueprint for his entire career.
Mike pursued this passion all the way to college where he studied fashion design. He eventually landed a dream job at Ralph Lauren. He spent years there honing his skills under the Double RL label. He learned exactly how to create vintage inspired pieces that felt timeless rather than trendy. But the itch to build his own vision never went away.
He wrote his college essay about a company called “Coast to Curb.” The idea was simple yet revolutionary at the time. He wanted clothing that held the spirit of the ocean but looked sharp enough for a city dinner.
The Perfect Twin Partnership Strategy
Great ideas often fail without proper execution. This is where the unique biological advantage of the Faherty brothers kicked in. Mike had the creative vision, but his twin brother Alex possessed the financial tactical mind needed to survive.
Alex Faherty took a completely different path in life initially. He played football at Yale and spent a decade working in the high stakes world of private equity. He understood balance sheets, scaling and operational efficiency.
They did not launch with a massive corporate headquarters. They bought a teal colored trailer. They packed it with their initial inventory of high quality swimwear and casual clothes. They drove this “mobile beach house” across the country to introduce the brand directly to customers.
Table: The Faherty Skill Split
| Mike Faherty (Creative) | Alex Faherty (Business) |
|---|---|
| Fashion Design Degree | Yale Football / Private Equity |
| Ralph Lauren Alumnus | Finance & Operations Expert |
| Product Development | Capital Raising & Strategy |
| Fabric Innovation | Retail Expansion Logic |
This road trip approach did two things. It proved there was a market for high quality surf wear. It also allowed them to build a community of loyal fans before opening a single permanent store.
Defying Retail Trends During A Global Crisis
Most retail experts would tell you that opening physical stores in the digital age is a bad idea. Doing it during a pandemic sounds like financial suicide. Yet the Faherty brothers doubled down on brick and mortar locations when everyone else was retreating.
By 2020 the brand had about 13 stores in key hubs like New York and Los Angeles. The pandemic hit retail hard. Rents plummeted and commercial vacancies skyrocketed.
Alex Faherty saw an opportunity where others saw disaster.
The company aggressively signed 30 new leases while landlords were desperate for tenants. They bet that people would eventually crave physical connection and comfort again. It was a massive gamble that paid off handsomely.
They focused on “neighborhood” locations rather than just big malls. They wanted their stores to feel like a local hangout spot. The stores feature comfortable seating and music that encourages people to stay awhile.
Their clothing also perfectly matched the “work from home” shift. People traded stiff suits for comfortable flannels and high quality loungewear. Faherty’s signature “Legend Sweater Shirt” became a staple for the Zoom era worker who wanted to look professional but feel like they were in pajamas.
- Strategic Growth Factors:
- Signing leases during market downturns to lock in lower rates.
- Prioritizing comfort fabrics just as the world shifted to casual workwear.
- Maintaining a family run vibe that connects emotionally with customers.
- Using data to place stores where their online customers already lived.
Today the brand operates over 80 stores across the United States. They generate an estimated $250 million in annual revenue. They have proven that physical retail is far from dead if the experience is right.
Sustainability And The Family Business Ethos
Making money is only one part of the equation for the Faherty family. The brand achieved B Corp certification which is a rigorous standard for social and environmental performance. This separates them from fast fashion companies that prioritize profit over the planet.
Kerry Docherty, who is Alex’s wife, plays a critical role in this aspect. She serves as the Chief Impact Officer. She ensures the brand focuses on mental well being and community support through initiatives like “Sun Sessions.”
The brand also takes unique steps to honor the indigenous roots of surf culture. They actively partner with Native American artists to design prints and patterns. This creates a revenue stream for those artists and ensures cultural appreciation rather than appropriation.
They use sustainable fabrics like organic cotton and recycled polyester in their garments.
Mike Faherty spends intense amounts of time developing proprietary fabrics. He wants materials that get softer with age rather than wearing out. This focus on longevity encourages customers to buy less but buy better.
The company culture reflects their family roots. They treat their 500 plus employees like an extension of that initial road trip crew. It creates a brand loyalty that is difficult for corporate giants to replicate.
The brothers admit it is a beast to manage a company of this size. But they have managed to keep the soul of that beach trailer alive even as they conquer high streets across America.
Their journey proves that intuition and family trust are just as valuable as data.
Mike and Alex Faherty have built more than just a clothing line. They have built a lifestyle empire that invites everyone to enjoy the view. From a teal trailer to an 80 store powerhouse, they rode the wave all the way to the bank.
