Morton's, a store that sells footwear, clothing, athletic and outdoor gear, originated in Far Rockaway and was founded in 1931 by Steve Silverman's grandfather. "Morton was my grandfather's first name," Steve explains.
The store in Cedarhurst, which Steve owns, has been around since 1973.
"We have a great selection of clothing," Silverman says. "We have all the hip brand names that the kids are wearing. Our specialty is the hot and exciting brands." Some of the names Morton's carries are Adidas, Billabong, Champion, Diesel, Nike, No Fear, Polo Sport, Rim Rocka, Roxy and Woolrich. "We have athletic clothing, brand, surf ... fashions for kids' activities or lifestyles.
Morton's also has clothes in all sizes. Silverman elaborates with a quotidian flair: "We have clothes for kids from 3 years old to 20 years old. We have sections for junior, young men and adult. We also have clothing for girls from 4 to 7 and 16-year-old girls."
Along with the clothing, the store has a selection of athletic gear. "We have anything you can think of for any sport: basketballs, footballs, shin guards, soccer balls, hockey helmets," Silverman says with an exciting randomness.
Just recently Morton's finished outfitting children with clothes for sleep-away camps, a mild madness which lasts from March until June. "We sew their names into the kids' clothing," Silverman says.
Right now, there is a summer clearance sale going on. "Twice a year, at the end of fall and at the beginning of summer, we have these sales. We have a large selection of T-shirts, swimsuits, athletic pants, sneakers and shorts. It's 50 percent off our regular discounted price, which is as low as you can go."
Silverman offers a couple of reasons why Morton's is a great place to shop. "A: The brands are hot; we have the clothes that the kids like. Also, you get service. A lot of places don't offer service. You get helped when people come in. They are in and out and we help to make sure they get what they want and the clothes fit. In other places, people buy the wrong thing, or they get lost in the store or they buy clothes that don't fit."
Morton's summer hours are 9:30 a.m. to 6 p.m. Monday, Tuesday, Thursday, Friday and Saturday, 9:30 a.m. to 9 p.m. Wednesday; closed Sundays for summer.
