South Moon Under: Over The Top?

I have never heard of South Moon Under.

That’s the new store — on the site of the old Klaff’s — that opens for business this Thursday (March 6).

South Moon Under

It may or may not be cool, hip or whatever. But — judging from this email I just got– I know one thing: Its PR firm sure stuffs tons of buzzwords into a single paragraph.

What began as a small surf shack in the summer of 1968 has since evolved into an upscale clothing retailer with 22 locations along the East Coast. Still privately owned, South Moon Under offers a unique mix of fashions while remaining true to its laid back and free spirited mindset instilled in the founding store over forty years ago. Our mission is to inspire self-expression through the art of fashion. By providing an ever-evolving, carefully handpicked collection of fashion presented in a fun, comfortable, high-service environment, we give our customers the opportunity to experience the excitement of successfully and confidently expressing their individual style.

6 responses to “South Moon Under: Over The Top?

  1. Orgasmic 😉

  2. I know it well from spending summers in Ocean City, MD. It’s a great store.

  3. Adam Schwartz '75

    I love mission statements…..

  4. Susan Ridge

    I used to live in the DC area for many years and spent summers at the beach in Delaware. South Moon Under was and is a great little clothing shop for a younger clientele than I am now, haha, but they have fun stuff. Westport is lucky to have them in town!

    Sent from my iPhone


  5. Isabelle Isafan

    Yeah, good wordsmithing!

  6. Nancy Hunter Wilson

    Is this a new celeb baby name? Smu for short?