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Tommy Hilfiger catches a wave with Surf Shack collection, tour

June 05, 2013|By Adam Tschorn
  • Tommy Hilfiger's mobile pop-up, top, will be touring the U.S. to promote a new sand-and-surf-inspired capsule collection (bottom). It is scheduled to roll into Venice on June 22 and 23.
Tommy Hilfiger's mobile pop-up, top, will be touring the U.S. to promote… (Tommy Hilfiger )

The Tommy Hilfiger brand is hitting the SoCal roads this summer to promote its new Surf Shack collection of beachy keen clothes.

The limited-edition collection, which is already in stores and available online, is apparently (and we quote) "inspired by the warm waters of Malibu, Australia’s Gold Coast and chilly Atlantic swells in Biarritz. It’s sunset drinks at the cottage, late-night beach bonfires and après surf clambakes."

We've never been to an après surf clambake, but imagine we could find something suitable in the sand-and-sea-themed capsule collection. 

The 12-piece women’s collection includes pieces like chambray playsuits, white blazer and pleated dresses suitable for wearing over hibiscus-print bikinis or swimsuits festooned with anchors. Accessories include beach totes, straw hats and a surfboard-shaped wooden clutch.

The 16-piece men's collection includes brightly patterned swim trunks and board shorts, riffs on the Baja hoodie and various items (including T-shirts and flip-flops) emblazoned with the word "swell." 

To support the collection, team Tommy is going mobile with a Surf Shack bus tour that kicks off at the new West Hollywood flagship June 20, takes a short drive west for a two-day pop-up in the parking lot of the Brig on Abbot Kinney on June 22 and 23, and then heads toward the East Coast.

In other coastal-related Hilfiger news, the PVH-owned company opened a store Saturday in San Diego's Fashion Valley shopping center.


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