Captured by Macrae Marran, this striking image features Adam Mar's AW24 collection, styled by Joseph DeAcetis. Effortlessly blending Montauk surf culture with contemporary menswear, the look exudes rugged sophistication with refined edge.
Montauk, with its windswept dunes and untamed coastline, has long held a place of reverence in American history. From its early days as a modest fishing village to its modern role as a surfer’s mecca, the town has witnessed numerous transformations. What makes Montauk so compelling is not just its scenic beauty but its deep cultural and historical roots, intertwined with an ever-evolving identity. Among these evolutions, surf culture stands out as a key element of Montauk’s more recent story. By the 1960s, Montauk’s coastline had become a canvas for surfers—an intersection where athleticism, freedom, and environmental consciousness merged.
But Montauk’s narrative extends beyond surfing. In the early 20th century, it was a haven for an elite crowd, where well-dressed men strolled through town in fine linen suits, boat shoes, and Panama hats. Fast forward to today, and though the elegance remains, fashion has embraced a more relaxed, surf-inspired aesthetic. In this space where history meets the present, independent designers like Adam Mar have found inspiration. Mar, with his deep roots in Montauk’s surf culture, bridges the gap between the past and present through his eponymous menswear brand.
In the crowded world of menswear, few designers capture the essence of lifestyle as authentically as Adam Mar. More than just a fashion label, Adam Mar’s brand reflects the essence of Montauk’s surf culture, offering a blend of laid-back, effortlessly polished style. His following feels more like an exclusive club than a traditional consumer base, with his pieces becoming emblems of a community drawn to the rugged, yet sophisticated lifestyle that Montauk embodies.
With a deep connection to the sea, surf, and his Montauk business roots, Mar has carved out his own corner in the menswear industry, staying true to his vision while growing a dedicated following. Launched in Montauk, NY—one of the most stunning and tranquil places in the world, in my view—the collection pays tribute to the area’s natural beauty and captures the adventurous spirit that defines its surf culture.
Adam’s brand is rooted in Montauk, a destination renowned for its world-class surf spots and a lifestyle that’s both untamed and refined. While Montauk has transformed into a hotspot for the affluent, it retains its raw, bohemian spirit—especially among the surfers and locals who live for the crashing waves and wind-swept days. This contrast between its high-end reputation and its deep surf and fishing culture gives Montauk its unique edge. It’s this same dichotomy that Adam Mar has so skillfully woven into his brand DNA, blending refined menswear with the authentic lifestyle of Montauk surfers.
The Montauk Legacy and Surf Culture
Montauk, steeped in history, is home to indigenous peoples who lived in harmony with the land long before it became a destination for surfers and tourists. The untouched beauty of Montauk’s dunes, seas, and sunsets still echo the resilience of its past. This spirit of nature, adventure, and self-reliance is what defines Montauk and continues to inspire Adam Mar’s designs.
The area’s connection to surfing is internationally recognized. As a global surfing destination, Montauk attracts surfers from across the globe. But where did this all begin? Surfing dates back to 1778 in Polynesia, when Captain James Cook first witnessed the sport. By the early 1900s, surfing spread to the United States, with Duke Kahanamoku often credited with popularizing the sport on mainland America. In 1926, Tom Blake revolutionized the sport by creating the first hollow surfboard, which transformed how boards were manufactured and surfed.
The Evolution of Surf Fashion
The connection between surf culture and fashion is undeniable, and it’s fascinating to see how much surf-inspired fashion has evolved over the decades. From the simple board shorts and beach-ready gear of the 1960s and 70s, the look has expanded to encompass a broader, more polished aesthetic. Today, surfwear blends practicality with sophistication. Adam Mar captures this balance by designing garments that are not only functional for an outdoor, active lifestyle but also stylish enough for everyday wear. His latest AW24 collection, for example, draws on vintage surf styles from the 1980s, mixing nostalgia with contemporary flair.
Today, the surfing industry brings in billions annually, with the global surfboard market alone valued at around $3.88 billion in 2022 and surf apparel as a significant contributor to this booming industry. Amid this history and market, Adam Mar launched his flagship store in Montauk, offering a unique blend of menswear and surfboard services. Not just a retail space, it’s a destination where surfers can repair their boards and explore Adam’s well-crafted, cool, and sophisticated menswear designs. The store, much like Montauk itself, has a distinct vibe—effortlessly chill yet elevated.
The Adam Mar Collection
The Adam Mar menswear collection reflects this duality, balancing surf nostalgia with contemporary style. The AW24 collection pulls from vintage surfboard designs of the early 80s, featuring pieces like corduroy shorts inspired by classic OP shorts. The brand’s core, seasonless pieces—hoodies, terry overshirts, and sweats—are complemented by more fashion-forward items such as asymmetrical shorts and button-downs. Adam’s approach marries function with style, creating pieces that are not only wearable but also distinctly rooted in surf culture.
Montauk: The Surf Mecca of the Northeast
Montauk has long been one of the greatest surf destinations in the Northeast, drawing surfers with its consistently good waves, beautiful beaches, and untamed coastline. The town has become a mecca for those seeking both adventure and a serene connection to nature. Yet despite its increasing luxury appeal, Montauk still maintains a “rad” and genuine surf culture that pulses through its veins. The surf and fishing communities keep the town grounded in its roots, preserving the authenticity that so many now seek.
Surfers in Montauk exude a particular style—unpolished, sun-kissed, and undeniably cool. Windblown hair, relaxed, layered clothing, and a sense of freedom define the aesthetic. Adam Mar, who lives and breathes this lifestyle, has built a brand that mirrors this vibe. His store in Montauk is more than just a retail space—it’s an embodiment of surf culture.
The Store: A Creative Hub in Montauk
Stepping into Adam Mar’s store is like entering a temple for the Montauk surf community. The vibe is completely in tune with the laid-back, yet curated essence of the town. It’s a space where surfers and fashion lovers alike come together, not only to browse high-quality menswear but to get their surfboards repaired, talk shop, and feel part of a local movement. The store’s old-world aesthetic, paired with its focus on surf lifestyle and high-end design, makes it a perfect reflection of Montauk’s unique identity.
On a recent trip to Montauk, I brought my creative team and models to the store for a photoshoot. The vibe was magnetic—the perfect blend of surf culture and polished style. The space lent itself to the effortless, natural aesthetic we wanted to capture, and it was clear that Adam’s vision went beyond just selling clothes. His store felt like the heart of Montauk’s cool, grounded surf community, offering a curated look that was both stylish and authentic to the surf and outdoor lifestyle.
5 Things Every Surfer and Style Enthusiast Should Know About Montauk:
- World-Class Surfing: Montauk boasts some of the best surf spots in the Northeast. With consistent swells and beautiful beaches, it’s no wonder the area has drawn surfers from around the world.
- Authentic Surf Culture: Despite its growing popularity and rise in luxury, Montauk’s surf culture remains deeply rooted in authenticity. The fishermen and surfers of the town give Montauk its rugged, down-to-earth charm.
- Windblown, Polished Style: Montauk’s surf community may be laid back, but their style is anything but careless. Expect to see windblown hair, layered clothing, and a cool, effortless aesthetic that blends practicality with fashion-forward pieces—an aesthetic captured perfectly in Adam Mar’s designs.
- A Rich Heritage: Montauk has a storied past, once a modest fishing village that has transformed into a stylish coastal destination. Its history is deeply embedded in its current vibe, making it an ideal place for those who appreciate a sense of place and tradition.
- Adam Mar’s Store: If you’re in Montauk, Adam Mar’s store is a must-visit. A place where surf culture and high-end menswear come together, it’s a unique experience for both fashion enthusiasts and surfers alike.
Interview Introduction
Exploring the rise of Adam Mar, the Montauk-based menswear brand blending surf culture and refined style, and how it resonates with a niche audience seeking authenticity and craftsmanship. In this exclusive interview, I had the pleasure of sitting down with Adam Mar, the creative mind behind the menswear brand that bears his name. From his formative years surfing in Montauk to his time working with Ralph Lauren, Adam shares the journey that led him to create a label that blends surf culture with refined style. In our conversation, we explore his design process, the inspiration behind his AW24 collection, and the unique role his Montauk store plays within the local surf community.
Joseph DeAcetis: Adam, thank you for joining me today. I want to start by diving into the history of the Adam Mar menswear brand. Could you tell me about yourself and what inspired you to launch the brand? When and where did you officially launch, and what motivated you to start this journey?
Adam Mar: I grew up on Long Island, NY, spending my childhood surfing and camping across the East End. The waterways of New York shaped my earliest memories. My father was a talented windsurfer, and from a young age, I spent time out on his board or paddling around, fully immersed in the water culture. At 13, I got my first surfboard, and that moment changed my life. I was hooked. Surfing became a lifestyle, and naturally, I gravitated toward the apparel that reflected this passion. After college, I worked in sourcing and manufacturing for Ralph Lauren to learn the trade. I left to start Adam Mar, inspired by the surf culture that shaped me.
Joseph DeAcetis: Your designs have a unique aesthetic. Where do you draw your inspiration from? Additionally, who would you say is your target demographic, and how would you describe their psychographic profile?
Adam Mar: My designs reflect the natural world and surf culture. Montauk’s landscape, the changing seasons, and the ocean are all sources of inspiration. I aim to create garments that feel both contemporary and nostalgic, like a well-worn surfboard. My target audience is similar—people who appreciate timeless style, love the ocean, and value comfort. These are men who see fashion as an extension of their lifestyle.
Joseph DeAcetis: Adam, your store in Montauk has garnered quite a reputation. What sets it apart, especially for surfers?
Adam Mar: Surfing is at the heart of everything we do. We offer a selection of high-quality boards, wetsuits, and accessories, and we even have a ding repair service. The surfboards being shaped in-store are a reflection of the authenticity we strive for. Our brand identity remains rooted in surf culture, and we want our store to feel like a genuine surf community hub.
The Adam Mar Movement
Adam Mar’s menswear is more than just a brand—it’s a movement. It speaks to those who crave authenticity in their lives and in what they wear. With deep roots in Montauk’s surf culture, Adam’s designs capture the essence of freedom and adventure, combined with the refinement of modern menswear. His store in Montauk has become a haven for the surf community, offering not only clothing but an experience that’s as much about the culture as it is about the style.
In a world where fashion is often fleeting, Adam Mar’s brand stands as a testament to the enduring appeal of staying true to one’s roots. Just as Montauk remains a cherished destination for surfers and adventurers, Adam Mar’s menswear captures the spirit of the town—timeless, authentic, and impossibly cool.
About the Author:
Joseph DeAcetis is a visionary force in the world of fashion, celebrated as one of the finest wardrobe stylists and art directors of his generation. His expertise and creativity have earned him accolades throughout the industry, placing him at the forefront of fashion’s evolution. Joseph’s work seamlessly weaves together style, culture, art, and fashion, with a special focus on the shifting landscape of menswear.
Throughout his distinguished career, Joseph has had the honor of styling and interviewing global icons, including Elon Musk, Justin Bieber, Richard Branson, Katy Perry, Tom Brady, and A$AP Rocky, among others. His expertise extends far beyond styling, as he has also made significant contributions as an award-winning journalist and author. Joseph’s work has appeared in esteemed publications such as Esquire, People Magazine, Forbes, Robb Report, and Playboy, where his deep insights and compelling storytelling have solidified his reputation as a leading voice in fashion journalism.
Joseph most recently served as Creative Fashion Director at Forbes Media, where his dual role as critic and reporter allowed him to explore the intersection of technology and fashion, always championing the transformative power of style. As the founder and president of POTRO, the premier Latinx menswear brand, Joseph is redefining modern menswear with a commitment to celebrating Latinx heritage and craftsmanship.
With an authoritative yet relatable voice, Joseph DeAcetis continues to inspire and influence the world of fashion, setting new standards for success and innovation. DeAcetis’ unique approach to style continues to influence pop culture and shape the industry’s evolving landscape.
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