South Moon Under comes to South Florida from the laidback shores of Ocean City, Maryland. Run by husband-and-wife team Michael, CEO, and Patricia Smith, chief creative officer—also the co-founders of White House Black Market—South Moon Under is a line of small boutiques that carry a curated blend of branded and private-label apparel and products. The Gardens Mall location, opened in May, is the first Florida store.
“We love Florida, and because we have our roots based at the beach, we knew it would be a natural fit,” Patricia says. “We’re known for our relaxed boho style, so with our assortment of free-spirited and casual brands, we knew expansion into Florida would be a perfect fit for the Floridian customer and their lifestyle.”
Launched as a men’s surf shop in the summer of 1968, South Moon Under soon grew into a bohemian beach store to include women and has since evolved into an upscale, contemporary shopping destination with 32 brick-and-mortar locations spread throughout the East Coast.
“Women come to us for dresses, sweaters, and everything from beachwear to loungewear, from casual workwear to dinner and date-night attire,” Patricia says. “Our clothes are easy to wear, stylish and versatile.”
The store is also unique in that it carries an assortment of swimwear year-round, both online and in stores.