

Photography By Lauren Crew
Starting a business isn’t easy. Raising a child isn’t either. The first words I heard inside the doors of Oakland Surf Club were barely audible. They came from the voice of Coco, the glowing creation of shop owners Max Klineman and Ari Serrano-Embree, and the OSC’s beloved shop baby. From Coco’s blue stripped blouse and polka dot leggings, to the vibrant array of men’s and womenswear pieces lining the walls of their Downtown Oakland boutique, the couple’s aesthetic synergy is constantly on display.
The first floor of OSC boasts an eclectic selection of the things Max and Ari love–from Mara Hoffman swimwear and Tepsic magazines, to art books, Madlib vinyl and skin care products from Baxter. Meanwhile, the second floor functions as a gallery space, playing host to a number of local artists, most recently Paul Solis. Through those two outlets, OSC has managed to celebrate art, culture and commerce while cultivating their own community of like-minded and creative individuals. It’s really something to be seen, especially considering the fact that the couple met, got married, opened a store and had a baby in the span of four years.
Passing the seven-month-old Coco back and forth, while taking turns answering questions, Max and Ari took some time to touch on the origins of Oakland Surf Club. Opening up about their approach to retail, the benefits of brick and mortar, and the importance of family, among other things, our conversation shed light upon one shop at the forefront of revitalizing Oakland’s retail landscape.






















