Faherty Opening on 86th and Madison Ave

  Last modified on May 19th, 2022

Faherty opening Madison Avenue

A sign in the window on the corner of East 86th Street and Madison Avenue reads “Faherty, Opening Fall 2022.” The surf-wear brand that debuted in 2013 now has thirty-seven locations across the country and counting. Faherty opened its latest shop in Steamboat Springs, Colorado last month. The New York-based company currently has four retail storefronts open in NYC, including one that opened last summer on the Upper West Side.

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The first product Faherty brought to market were swim trunks. They’ve since evolved to offer a variety of swimwear for men and women, as well as outerwear, pants, shorts, t-shirts, hoodies/sweatshirts and an array of accessories like hats, belts, sunglasses, dog collars and apothecary items.

Similar to Patagonia, Faherty’s clothing line has a lifetime guarantee. “We consciously create our clothes to last forever,” states Faherty’s website. “Everything we make is high quality and guaranteed for life. If for any reason a product does not meet this standard, we will repair it, replace it, or provide a refund at any time.” This type of customer service is a great way to gain new customers that turn into devout brand advocates.

But the company has been the focus of some controversy. In a 2021 interview with Glossy, Faherty’s co-founder and chief impact officer Kerry Docherty discussed the brand investing in the Native-American community after it’d been called out for saying they offered “Native inspired” designs without any Native-American designers. “[The focus is] how we, as a brand, can differentiate ourselves as someone who’s [allying] with the Native community, instead of exploiting it,” said Docherty. Rather than “appropriating” Native designs, Docherty is learning about Native culture and art and “focusing on long-term impact” and relationships with Native designers, she said.




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