The Tommy Hilfiger Group, which is wholly owned by PVH Corp., celebrated its Surf Shack summer initiative with a weekend of events, beginning at the brand’s recently launched West Hollywood Tommy Hilfiger Flagship and continuing on to Venice Beach, where the company's Surf Shack bus made its national debut.
Celebrating a love of West Coast style and inspired by the unique vibe of American surf culture, the dynamic Surf Shack program includes a dedicated capsule collection for men and women emphasizing the après-surf lifestyle; limited-edition surfboards designed in collaboration with Art Production Fund (APF) and five contemporary American artists; and the cross-continent Surf Shack bus tour and pop-up shop. Tommy Hilfiger partnered with COCOCOZY and Kelly Cole to design limited-edition specialty product that complements the Surf Shack capsule collection.
Guests at the in-store event enjoyed catering by Shiraz, music by DJ Sammy and were invited to shop the specially designed Surf Shack capsule collection. Featuring easy silhouettes, bold patterns and pops of neon, the collection includes men’s and women’s beach-ready apparel, footwear, sunglasses, watches and bags. The limited-edition artist-designed surfboards were on display at the West Hollywood store, adding to the laidback, après-surf vibe of the party.
On Friday evening, guests were invited to a live performance at The Brig in Venice by badbad, a musical group comprised of Chelsea Tyler, daughter of Steven Tyler, and Jon Foster. The Venice-based duo entertained the crowd with hits from their upcoming West Coast tour. The iconic 1970s Surf Shack bus was on display at the event adding to the evening’s laid-back vibe, in preparation for its grand opening to the public on Saturday. The Surf Shack bus has been restored and remodeled as a mobile pop-up shop with details from custom rims in neon pink to nautically-inspired grommet details and sisal carpeting reminiscent of local beach stands.
The Surf Shack bus will be at The Brig throughout the weekend where it will open up to sell the capsule collection, the artist-designed surf boards and specialty Surf Shack product collaborations.
