Meet Pete Surprenant of North Menswear in Laguna Beach

Today we’d like to introduce you to Pete Surprenant.

Pete, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I opened the store a little over 4 years ago. I had been in retail and clothing for a long time, which makes me sound old, but for a little over 20 years I’ve done some kind of clothing or retail [work]. And I always was drawn to this classic menswear [style], and I thought Laguna maybe had a little bit of a hunger for it. So, seeing as we live here and have a family here, I figured, what better place to open a store than here?

Has it been a smooth road?
Owning your own business is always a roller coaster but luckily, we have had steady growth with a huge support system of loyal customers.

So let’s switch gears a bit and go into the North Menswear story. Tell us more about the business.
North is the guide, the point that sets the path. North is wild, open and rugged. It is the sharp coast and the dense woods. It is freedom for the restless and respite for the burning soul. North is not a store, it is the home of our heroes, where the stories they created live. It honors the hard, the original, the authentic. It is the family that respects this tradition and strives to continue it: quality and authenticity, the things that have been and always will be the paramount. It is the new and the old bound together. This is where that legacy lives, where the stories our grandfathers told can be answered with our own.

North is a specialty boutique that focuses on timeless apparel. In a world full of trends, we strive to remain classic.

How do you think the industry will change over the next decade?
My belief is that the days of the big box malls are coming to an end. Consumers want an experience… They want to be wowed and treated like they are valued and that is achievable as a small specialty store. The independent retailers I think will continue to grow.

Contact Info:

• Address: 380 Glenneyre St Ste C
  Laguna Beach, CA 92651
• Website: https://northmenswear.com/
• Phone: 9497159873
• Email: info@northmenswear.com
• Instagram: https://www.instagram.com/northmenswear/
• Facebook: https://www.facebook.com/northmenswearinc/

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