South Moon Under, a women’s and men’s clothing store selling casualwear, intends to open in St. Johns Town Center near Nordstrom.
With 25 stores in Eastern U.S. states, the store says it began in summer 1968 in Ocean City, Maryland, as a surf shop stocked with hand-shaped surfboards, screen-printed tees and swimwear.
Stores are in Connecticut, Delaware, Florida, Georgia, Maryland, New Jersey, Pennsylvania, Virginia and the District of Columbia.
The two Florida stores are in Fort Lauderdale and Palm Beach Gardens.
At St. Johns Town Center, it intends to open in 2,000 square feet of space next to Free People. Elder-Jones Inc. of Bloomington, Minnesota, is the contractor for the $120,000 tenant build-out.
SouthMoonUnder.com says the store has evolved into an everyday shopping destination “for the effortlessly cool man and woman.”
“Inspired by our heritage and the dynamic lifestyles of our customers, South Moon Under offers a highly curated assortment of men’s & women’s apparel, accessories, and swimwear combined with the authentically familiar and friendly service of our dedicated stylists – tenets that were instilled in the founding store over 50 years ago.”
It says its mission is to “transport customers from their everyday to a vacation state of mind through elevated, effortless, everyday style.”
