This Hang Goes To Eleven

Sag Mercantile
A first look inside Sag Mercantile

If après surf is a thing, it’s a good bet that most South Fork riders this summer will do it at Sag Mercantile.

Equal parts beach shop and Spicoli-worthy clubhouse, the Sag Harbor newcomer is the brainchild of three entrepreneurial beach lovers — Vineyard Vines veteran Craig O’Brien and 20-something siblings Caroline and Jake Danehy — who founded their own respective brands, Sunswell and Fair Harbor.

“Our shop gives you everything you need to hang in and out of the water,” O’Brien said about his Sunswell gear. “But it’s also about our community and sharing the things
we love about life out East.”

That spirit of togetherness shows up in the goods from other brands that will be cycling through the shop during the season, including Almond R-Series recyclable surf boards and Rise Fishing Rods, as well as in weekly in-store events like oyster shucking and surf swaps that will have you hanging for way more than ten. “We want people to feel as relaxed in our shop as they
do in our clothes,” says O’Brien.

Sag Mercantile is located at 17 Washington Street in the village of Sag Harbor.

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