From Sand to Style: How SURFLY Celebrates Coastal Living | Digital Exclusives

Lindsay Daniels turns her love for Wrightsville Beach into SURFLY, a lifestyle brand that celebrates authenticity, movement and the magic of living by the sea.

Wrightsville Beach is not just a place on the map, it is a feeling, a rhythm and a lifestyle that stays with you.  For Lindsay Daniels, that feeling became the inspiration for something bigger: SURFLY, a Wrightsville-born brand that has quickly become synonymous with coastal living, community and personal aesthetic.

The founder and owner has poured her heart into every piece, bringing to life her vision and true reflection of the life she has found in Wrightsville Beach. 

Daniels’ connection to the area runs deep. She spent countless summers here as a child, soaking up the sun, exploring the coast and building memories that would later shape her dreams.

After graduating from UNC Chapel Hill in 2023, she knew she wanted to make Wilmington her home, even if she was not sure what the future held. 

“I didn’t have it all figured out, but I knew I wanted to be here,” Daniels says. 

Her leap of faith paid off, as an introduction to a local marketing agency soon set her on a new path, one that would lead to the birth of SURFLY. 

The seeds for SURFLY were planted during Daniels’ sophomore year of college, during the COVID-19 pandemic. With more free time than ever and a restless creative spirit, she started experimenting with small-batch clothing launches.

Her passion for fashion and coastal living converged, and she quickly realized that quality had to be the heart of her brand. 

“I wanted people to feel the difference as soon as they held a SURFLY piece,” she says. 

It was not about mass production or following trends, it was about creating something meaningful, lasting and relatable to the community. 

From the start, Daniels has been hands-on with every aspect of SURFLY. She received an embroidery machine for Christmas one year and began making her own designs.

A pivotal trip to Los Angeles introduced her to fabric mills, suppliers and manufacturers who shared her commitment to quality, relationships she still maintains today. 

Each collection is the result of months of ideation, mood bards and creative exploration.

Her favorite part of dreaming up the stories each collection will tell, whether it is the “Set Sail” line inspired by her first line taking off, “Summer Nostalgia” evoking memories of carefree, childhood days, or “Sun A/B” capturing the magic of a Wrightsville Beach sunrise and sunset.

SURFLY pieces are designed for real life, the fabrics are sweat-wicking and quick-drying, making them perfect for layering as you move from a Social Coffee run to your next workout class.

Daniels’ goal was to create clothing that transitions seamlessly throughout the day, pieces that feel as good as they look and that keep up with the energy of coastal living. 

But what sets SURFLY apart is Daniels’ commitment to building community.

She has hosted a variety of local events, from popups with With Love From Llivia @withlovefromllivia to wellness workshops with mental health advocates.

The SURFLY Club is her way of bringing people together, encouraging everyone to be the best versions of themselves and to embrace the lifestyle her brand represents: to experience life, connect with others, get outside and live in the moment.

Daniels has even organized community walks where SURFLY fans can meet, move and share their stories. 

SURFLY’s blog is another testament to Daniels’ holistic approach to her brand.

It is filled with recipes, journal prompts and lifestyle tips to help people live more fully. She believes that SURFLY is more than just a clothing brand; it’s a mindset and a movement. 

“I want people to realize that wearing SURFLY means you’re part of a community that values freedom, authenticity and living life to the fullest,” Daniels explains. 

Looking ahead, Daniels is excited to expand SURFLY’s offerings.

The next collection focuses on cozy loungewear — think staple crewnecks, sweatpants and the brand’s signature deep navy and iconic blue hues. 

The heart of SURFLY will always tie back to Daniels’ heart for Wrightsville Beach, the community it holds and the values that inspire it. At the end of the day, Daniels wants people to know SURFLY is not just about fashion but connection, creativity,and embracing the coastal lifestyle.

Whether you are making a recipe from their blog, joining a SURFLY Club walk or simply throwing on your favorite piece, you’re a part of something bigger. 

Experience more on their website at https://shopsurfly.com/

Instagram: @shopsurfly