In episode 499 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Mike Natenshon, founder and CEO of apparel brand Marine Layer. Beginning from his desire to re-create a favorite worn-out college T-shirt to founding a successful brand known for high-quality, custom fabrics, Natenshon breaks down Marine Layer's milestones. From opening its first retail store (2:00) to maintaining a customer-friendly, laid-back brand ethos inspired by the California lifestyle (5:00), he discusses the importance of personal relationships in the business, both with customers and employees, and how those relationships have shaped Marine Layer's culture (12:00).

Furthermore, Natenshon emphasizes fabric innovation (16:00) as well as the role of technology in enhancing operations and customer experience (19:00). Looking forward to 2026, Marine Layer plans to expand customizable product offerings (21:30), continue its retail expansion, and maintain a strong focus on personal experiences in both physical and online stores (22:00).

Mike Natenshon started Marine Layer the day after his girlfriend threw away his favorite shirt. In the ensuing years, Marine Layer has grown into a complete California-inspired lifestyle brand delivering new favorite shirts to wherever their customers are. After bringing on a co-founder and COO soon after inception (his best friend of 30-plus years, Adam Lynch), Mike and Adam have scaled the brand quickly and profitably to national distribution online, in key wholesale channels, and over 50 retail stores.

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