While we had previously reported on the wonderful collaboration between Hurley and Pendleton, the collection is launching with a bang on the East Coast at New York City with a special pop-up shop hosted in Saturdays in SoHo. The capsule collaborative collection includes the Boardshirt, which was brought to Hurley by the Beach Boys 50 years ago to be the all-purpose, all-weather flannel meant to be worn on the beach and in water (before the wetsuit). This time around, with the help of Pendleton, Hurley resurrected its iconic flannel shirt and created a new timeless classic in true Pendleton fashion. Even though the weather is not especially catering for surfing on the East Coast at the moment, an all-weather flannel shirt will still come in handy even if surfing is not on the itinerary. To launch the collection in New York City, both labels came together to create a pop-up shop in surf shop cum expresso bar extraordinaire, Saturdays. For the duration of Dec. 11 to Jan. 4, visitors will be able to view the capsule collection and make the flannel shirt their own, while getting a dose of caffeine. The pop-up space will be opening this coming Thursday with an invitation-only preview party featuring live performance by Magdyn Osh. Drop by to grab some shirts before Jan. 4 and stay dry and warm for the rest of the season in a happy flannel.
Hurley x Pendleton – Pop-Up Shop Opening
31 Crosby Street | Map
New York, NY 10013
Event Dates: December 11th (Friday) – January 4th, 2010 (Monday)