Arts & Culture: "surf" edit, lol!
It’s the *not caring* that makes concepts like "french girl style" or "no makeup makeup" so worth emulating!
The Venn diagram of people who shop at Moda Operandi and people who surf is like… 7 influencers who live in LA. It’s possible there’s one woman in Montauk who partakes in both.
That didn’t stop Moda Operandi from launching Club Moda Surf. They are soooooo far from the first or last people to co-opt surfing— an inherently not-so-capitalistic pursuit or hobby— and to try to turn it into a fashion or lifestyle status symbol. This has been happening since long before I was born, so I lay no claim to this idea! But look no further than the Surf Lodge as a great example. (As an aside, I love and have always loved this podcast episode that comedian Heather McMahan did on her management team and agent having to pull so many strings for her to… not even get into the main area of the Surf Lodge.)
Club Moda Surf boasts a $3,000 decorative surf board. They actually are, again, far from the first to do this: St. Frank has, frankly (lol), built a brand off of expensive surf boards that can never to…