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A Store for Dudes that Hate to Shop (Hint: There’s Shuffleboard)

They say size doesn’t matter, but try telling that to the folks at Marine Layer, whose new Friday happy hour events kick off today in the local t-shirt company’s Russian Hill loft.

“The reason I launched the company was because I was always in between a medium and a large,” explains Michael Natenshon, who launched the line of super-soft men’s polo shirts and tees ($29-$60) with Sarah Lazaro last spring.

In addition to the three traditional sizes (small, medium and large) men’s shirts traditionally come in, Marine Layer offers its pima cotton and micro-modal blend wearables, which are custom knit in Los Angeles and sewn in San Francisco, in in-between sizes dubbed smedium, marge and larger. Online customers can use the web site’s new online fit finder tool to select the right size by entering the wearer’s height and weight.

And while online shopping is all good and well (they offer free shipping and returns to make the process as painless as possible), the company is hoping to draw shopping-averse dudes to its 2nd floor loft space on upcoming Fridays with guy-friendly amenities such as a regulation length shuffleboard table, drinks, sports on TV and a laid-back atmosphere befitting the label’s logo (a person reclining on the Golden Gate Bridge).

“It’s a store for guys that don’t like to shop,” Natenshon says.

We hear a flat screen TV is on its way, as is the NFL Sunday Ticket service from DirectTV. Groups are invited to reserve the space (email loft AT marinelayer DOT com) for small get-togethers, major sporting events or to face off on either end of the shuffleboard table.

The first Marine Layer happy hour begins today at 4 p.m. at 1932 Polk St.