Surf's up ... at Urban Outfitters

The Urban Outfitters that opened Friday is taking a page from the "Go Local" playbook - by setting up a collection of merchandise from 40 Brooklyn-based artists and designers in the Williamsburg store.

The collection of Brooklyn goodies serves as the face that the Urban Outfitters at 98 N. 6th St. shows to the world through its front window.

The Brooklyn goodies occupy part of the first floor of Space Ninety 8, as the multi-story store is called. Part of the Urban Outfitters is not local, of course - a high-profile bar-restaurant from Los Angeles, The Gorbals, which isn't going to open until May 1.

Brooklyn's first Whole Foods, which opened in Gowanus in December, also deploys the "Go Local" strategy. But its metro-area products are sprinkled throughout the huge supermarket at Third Avenue and 3rd Street.

At Urban Outfitters, Brooklyn merchandise is massed in the front section of the first floor, to the left of the store entrance. It includes an entire mini-store called the Salt Surf Garage, which is dedicated to custom surfboards by Brooklyn-based Salt Surf.

A closer look at those boards from Salt Surf. Photo by Lore Croghan 

Looks kinda like a Black and White cookie. Photo by Lore Croghan

We cannot get enough of the surf mini-shop. Photo by Lore Croghan

Ah, nostalgia. Photo by Lore Croghan

Dreamy dresses by Brooklyn designer Dusen Dusen

These quirky ceramics are from Brooklyn artist Isaac Nichols of DGIMI. Photo by Lore Croghan

United We Stand ... Merchandise from Brooklyn-based artists and designers is massed in front of the store window at Urban Outfitters. Photo by Lore Croghan

In another part of the first floor, there is vintage furniture, upholstered with vintage fabric. Photo by Lore Croghan

Check out a groovy grove of Tee-shirts in the new Urban Outfitters

That is quite the fancy wall hanging in the menswear department. Photo by Lore Croghan