The apparel company Marine Layer is expanding its [Airbnb loft project](https://www.marinelayer.com/pages/airbnb), with plans to open a new apartment and Nashville store that aims to create a unique brand experience that pays homage to the company's beachcomber vibe and e-commerce heritage. The California-based clothier opened its third [loft above its New Orleans](https://www.airbnb.com/rooms/24201760) store in March for $200 a night. The company also offers lofts for rent in Portland, Ore., (currently being renovated) and [Chicago ($300/night)](https://www.airbnb.com/rooms/6644524). The fourth location in Nashville is scheduled to open this summer. Mike Natenshon, co-founder of Marine Layer, said he and his partner Adam Lynch decided to offer apartments for rent above their stores as a way to sell an experience along with their super-soft T-shirts. "It was a great way to experience the lifestyle beyond the store," said Natenshon in an interview Thursday on Cheddar. Natenshon founded Marine Layer in 2009 as a one-man enterprise, with the mission of creating the world's softest T-shirt. He and his friend Lynch started by selling their tees out of the back of a van. Once they outgrew their '69 VW bus, they started an online-only, direct-to-consumer company e-commerce service. Almost 10 years and two rounds of funding later, Marine Layer has set up 34 brick-and-mortar shops and raised $3.7 million, according to [Crunchbase](https://www.crunchbase.com/organization/marinelayer). Natenshon said he and Lynch decided to open physical stores because they wanted to, "be wherever customers want to shop." Marine Layer's considered approach ー e-commerce, brick-and-mortar, and AirBnB lofts ー is intended to create a unique customer experience. "We have a human element to our brand that is very hard to replicate," said Natenshon. "Those personal touches are why we are successful in the world of Amazon." For the full interview, [click here](https://cheddar.com/videos/marine-layer-founders-share-their-secret-to-succeeding-in-the-amazon-era).

Share:
More In Culture
What's Premiering in Theaters Friday
If you're looking for plans this weekend, we've got you covered since there are a few fun movies hitting theaters first up. Cheddar News has more.
One Good Thing: Accidental 911 Call Ends in A Hug
The story started as an accidental 911 call, but then it ended up in a hug. The Hillsborough County Sheriff's office in Florida responded to a 911 call from a young boy who wasn't facing any emergency. Instead, he was asking to give police a hug.
Is There Such a Thing As Too Many Showers?
There could be such a thing as being too clean after heated debates on social media about how often you should shower. Dermatologists and other health experts are now weighing in, saying while showering every day is a must, some experts say it may not be good for your health to shower too often.
Load More