About | Faherty Brand

The Faherty Brand Story

1983

Welcome to the world, Alex and Mike! The identical twins are inseparable, often sneaking into each other’s cribs when they could hardly crawl.

1989

As early as 6 years old Mike begins to love back to school shopping, even picking out clothes for Alex and dressing him.

1991

Mike realizes he has a passion for clothes: he starts hiding in his dad’s closet to look at his collection of ties, shirts and suits. He studies the colors and designs of his dad’s beautiful collection of tailored clothing from the American designer Allan Flusser. Alex, always the frugal one, starts saving his allowance in a leather briefcase hidden under his bed—the beginning of him being the “money guy.”

1996

Mike and Alex move to New York City from their little beach town on Jersey Shore. Their moving boxes full of clothes from surf shops and Patagonia jackets. But as Mike gets to know Manhattan, he starts joining his dad on trips to Bergdorf Goodman. It’s there that he feels a Loro Piana cashmere sweater for the first time and thinks “I want my clothes to feel like that!”

2000

Mike writes his college essay about starting a clothing company called Coast to Curb. As a kid who grew up between the beaches of New Jersey and New York City, it’s the beginning of his vision for a brand that can work seamlessly on the city streets as well as the beach.

2001

Mike studies fashion design at Washington University in St. Louis and Alex begins his freshman year at Yale, where he’ll go on to study finance.

2005

The twins move back to NYC after they graduate. They still share a room and have twin beds. Mike begins his career at Ralph Lauren; Alex works on Wall Street.

2012

After seven years, Mike decides it’s time to start the brand and quits his job at Ralph Lauren. He spends a year and half traveling around the world and setting up in a 200-square-foot artist’s loft in Union Square. He begins developing the original designs and concept of the brand. Mike and Alex decide to name the company Faherty, because they couldn’t think of a better name.

2013

Alex leaves his job in private equity and joins Mike. On April 16 from an apartment in Puerto Rico on a surf trip: They launch the business via their website, selling swimwear made from recycled plastic bottles.

2013

It becomes a family affair. The twins are joined by their mom, who helps them design a mobile beach house—a pop-up store inspired by the food truck movement. Alex’s wife Kerry also joins them, and they hit the road to introduce the brand to people across the country. They spend the summer traveling in the mobile beach house along the Pacific Coast Highway, stopping at surf breaks to sell their goodies.

2014

Faherty launches its first full collection, and the response is immediate. The collection gets picked up by some of the world’s best stores across America and Japan, including their first big account with Nordstrom.

2015

The first store opens on Thompson Street in NYC’s SoHo neighborhood. They throw some deals in the basement and in the loft, and it becomes the headquarters.

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2016

Faherty opens its first West Coast store at the Malibu Country Mart. The design aesthetic is defined, and the store is a success—the retail expansion begins.

2017

The first Native design partnership is launched with Doug Good Feather, aiming to end Native appropriation in the fashion industry.

2017

Mike invents the Legend Sweater Shirt. He wonders aloud to Alex, "Is this too soft?” Alex replies, “Are you crazy! It’s insane; people are gonna love it!”

2018

The Stretch Terry fabric is custom developed. Built to be the most comfortable pair of pants ever. More comfortable than your favorite sweatpants but has the authentic look of your favorite pair of jeans.

2020

Covid hits. The company hunkers down and makes it through. As more people start working at home, the company realizes its focus on high-quality, soft fabrics makes it the perfect “work-from-home” brand.

2021

While competitors are fleeing retail during Covid, Alex takes a gamble and signs 30 new leases, betting that people will want physical community post-lockdown.

2023

Faherty celebrates its 10th anniversary with a concert at Brooklyn Bowl.

2023

Sustainability is at the core of the business, and in an effort to promote circular fashion, Second Wave is launched as the Faherty resale site.

2024

Faherty is more than a clothing brand—it's a lifestyle. Dipping their toe in hospitality, Sun & Waves Coastal Kitchen and All-Day Market open in Mike and Alex’s hometown, Spring Lake, NJ.