LoveShackFancy has ventured into the world of surf with hurley.
The lifestyle brand known for its vintage-inspired girly flower and lace pieces is launching a limited-edition collection of surfwear and accessories.
“Hurley had approached us before,” Hessel Cohen continued. “And then last summer I was like, OK, we actually really need to do this. There was a big gap in the market. Everyone was wearing these black wetsuits and they needed fun florals. And the [surf] prints lend themselves to our brand so well.” Pieces from the LoveShackFancy x Hurley collaboration.
But really, there’s a little bit of something for everyone. The 50-piece collection includes women’s, men’s and children’s beach apparel, swimwear, board shorts, wetsuits, rash guards, bags, towels, chairs and fringe umbrellas. Customized LoveShackFancy x Hurley surfboards are also available upon request. Many come with LoveShackFancy’s trademark hibiscus flowers. Others are soaked in shades of bubble gum pink, pale green and sky blue.
“The collection is very ‘80s surf-girl inspired with cutouts and zippers,” she continued. “You just want to blast music, surf and be on the water. It’s a really feel-good kind of collection and it brings everything together in a full lifestyle, 360 way.” “Fortunately, we’re not part of any bad retail stories,” Hessel Cohen said. “We’re definitely one of the companies that has taken the pandemic as an opportunity to get great rent prices. It’s all of our favorite locations that were always on our wish list. And the profitability just kind of arrived during this time. So we’re moving ahead. We have a great team and we kind of have a formula going that’s proven to be really successful.
“Pretty much every store that we’re opening is in a southern state,” Hessel Cohen said. “Miami is the most northern of any of the southern [markets]. We’re opening a lot of warm-weather destination stores, where you can wear a bathing suit and entertain outside for nine, 10 months of the year. That’s definitely a big focus on our part.”
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