NTS Surf Shoppe

On a sunny afternoon in post-industrial Brooklyn (where the nearest body of water is the East River), the door to Pilgrim Surf + Supply is flung open to the street. Incense burns. Talking Heads play. At the register, buying some Vans, is a dude with a French bulldog on a leash. And here come two guys in blazers and scarves! The crowd does not exactly have sandy feet, but then again, that's kinda the point. Today's surf shop caters to everyone, everywhere. Riding waves is no longer a prerequisite for entry, nor is proximity to decent breaks. (There is a surf shop in Lawrence, Kansas.) "Surfing" has become a lifestyle concept with cues recognized around the world.