From carpets that, upon closer inspection, have the Nike logo stitched into the fabric, to design elements heavily influenced by the Mexican heritage of the West Coast beach communities and poles strewn throughout the store like Italian gondolas, the founders have found a fluency of modern style through an archetypical, and certainly atypical, Los Angeles lens.
Venice Beach revels in the atypical, so SNS is in good company. Muscle Beach is an all-out Adidas arena, and for the hardbodies who need a break from pumping iron, they can stop by the "Souvenir Shop” in SNS, which sells Chinatown Market goods and other high-end skater trinkets, the whole thing styled after one of the tacky “Buy-one-get-one-free Toe Ring and a Bong” stalls one might see on the Boardwalk just outside. For a brand looking to come to California with such a current, cutting-edge concept, it seems slightly out of left field. We got a chance to chat with Erik Fagerlind and Peter Jansson, the founders of SNS, to find out more on why they wanted to bring their boldly-styled store to the old-school Boardwalk.