Jetty is entering a summer season of celebrating the brand and supporting community nonprofits. It's new Manahawkin, New Jersey, retail headquarters will host the annual Coquina Jam women’s surf selection with a courtyard party, music and fun on July 7.
“The fundraising event involves pairing up younger and older generation surfers randomly, then they have about three weeks to practice as a team and are challenged to raise money and sponsorships to support female cancer via David’s Dream & Believe Cancer Foundation and the Jetty Rock Foundation,” says Cory Higgins, Jetty co-founder and chief marketing officer.
The Long Island Beach event has donated more than $197,500 and is just one of the Jetty Foundation’s initiatives. Higgins envisions the flagship store courtyard as a venue to host more events to support charitable causes.
It’s all part of the Jetty brand story of searching for balance between sun, surf, chasing fish, work ethic and community involvement. And as for the flagship 176 East Bay Avenue store, it embodies the Jetty story of embracing their roots in Barnegat Bay on the Atlantic Ocean.
The flagship store opened its doors in April 2022.
“It was important for us to have a space to story-tell the way we see the brand, and it’s inspired by where we live, the nautical history and culture of our area, and all that really shines through in the store with the woods we use, the antique accents like lobster traps, and just anything we could find like rods and reels that reflect the region,” Higgins says.
The store’s interior is washed in characteristic mushroom wood that is whitewashed to reveal interesting texture. Jetty worked with Recycling the Past in Barnegat to procure the reclaimed wood. And the team is constantly treasure hunting for finds like old crab traps and other décor to enhance displays.
This sustainable approach aligns with Jetty’s innovative approach to fabrics, too. Nearly half of its apparel is made from Jetty Oystex, a fabric blend of pulverized oyster shells with recycled polyester that is soft, breathable, antimicrobial, anti-static and fast drying.
Higgins says the store will be fully stocked with Jetty’s full apparel and accessories lines and serve as a testing ground for collaborative projects. For instance, the company partnered with Nomadix to develop a towel. “It’s a great way to test the market and see if we are ready to jump in on our own,” he says. Another collaboration with swimsuit company Imse has expanded during the last two years.
“We now have a fulltime women’s designer and are expanding this category, and we jumped into kids’ swimwear this year.”
