Faherty Opens in Montecito

Twin brothers Mike and Alex Faherty, who had long dreamed of launching their own fashion brand, realized their vision in 2013 when they founded Faherty Brand. Now, over a decade later, they’ve opened their 76th store in Montecito – on Coast Village Road, no less.

Since the grand opening on Friday, December 6th, store leader Michael Holden said they’ve received waves of positive feedback. “What I’ve heard from our customers, and I’m just gonna choose to believe them, is this is what they’ve been waiting for,” he shared. 

Those who are longtime fans of the brand have already stopped in to shop. During my visit to Faherty, two Montecito residents told me they used to drive down to the Malibu location just to shop at the Faherty there. Now, they don’t have to. “We’ve been liking Faherty since it was on Instagram,” they shared. One of them even admitted to peering into the window of the Montecito storefront every day until it opened. 

It’s the type of clothes you might expect to see people wearing on a July Fourth beach awaiting fireworks. It’s comfy and casual but can also be dressed up if desired. 

Although Faherty is available at K. Frank, having their own store enables them to expand their presence in Montecito and showcase a more comprehensive selection of their products. The spot at 1155 Coast Village Road was formerly home to Marcus, a high-end retail store.

The space is two stories, with the men’s section at the bottom and the women’s section on top. What’s particularly unique about the building is the top-floor balcony – it has a bar and a seating area that, in the future, will host various events, including partnerships with local artisans, fundraisers, and other private events. 

The store, and consequently the brand, exudes Southern California surfer vibes. Surfboards are lined in a rack on the bottom floor, and a projector upstairs loops videos of surfing on the wall. It’s a cozy space that convinces you to stick around for a while, even without shopping. It’s just that inviting. “We’re all about good vibes, as funny as it sounds,” joked Colby O’Connor, Faherty’s Southwest area leader. 

And good vibes it is, for anyone who steps into the store. Both Holden and O’Connor shared that they’ve noticed more men shopping for themselves at Faherty in Montecito than they’ve witnessed at other stores. “The guys that have been here are loving it,” shared Holden. “And they seem to be having a good time.”

Faherty doesn’t need a dedicated boyfriend’s and husband’s couch in the store because the guys can shop alongside their girlfriends and wives. “The guys, I think, pick up immediately that the clothes are gonna fit them well, and it doesn’t feel as difficult to style yourself,” said O’Connor, who was previously a stylist. “So I feel like guys get a little more excited about shopping.” 

In the women’s section, where I spent most of my time, you’ll see various sweaters with distinct patterns. O’Connor shared that these clothes are “Native designed,” meaning that the brand collaborated with a Native artist to creature the pattern on the garment. Each piece with these designs includes a tag with the artist’s name. Since 2017, they’ve collaborated with six Native artists to help end cultural appropriation in the clothing industry. “We never appropriate,” said O’Connor. “We’re all about doing the right thing.” 

A portion of the sales from these garments are donated to the artist’s respective tribes and organizations. “A very inspiring part of working for the brand is knowing you’re supporting something that represents good values,” O’Connor reflected. 

What’s more, all of Fahery’s stores include a “Native Acknowledgement” plaque that shares which tribe represents the land on which the store is located. Montecito’s location on Coast Village Road lists the Barbareño Chumash and Chumash tribes, respectively. 

As both Holden and O’Connor explained, Faherty takes sustainability seriously. They acknowledge that the clothing industry is inherently unsustainable. Still, they do what they can to compensate by partnering with organizations like The Surfrider Foundation and 1% for The Planet. But don’t get it twisted; quality is very important to Faherty. “There’s a guarantee of quality at Faherty,” shared Holden. “They guarantee every stitch. One thing that Mike and Alex are the most proud of is how they make clothes that are good enough to guarantee that.” 

It’s been a welcoming first few days for Faherty, to say the least. Holden noted that in just a few days of being open, around eight store managers from other businesses on Coast Village have stopped in to say hello. “And it has been the nicest, warmest welcome I could have ever expected.” While many factors influence Faherty’s decision to open a new retail space, a supportive community is paramount. “Montecito has such a proud locals vibe about it,” Holden reflected. “It’s really nice. I mean, that’s what you want in your community.”