Hollister
Hollister California
The surf’s up-and-coming at Hollister, a Southern California-inspired clothing store launched in 2000 by Ohio-based parent Abercrombie & Fitch Co. The beach-surfer concept with the signature seagull logo is making waves among the teen scene with laid-back styles for both “Dudes” and “Bettys” (as the store categorizes these divisions.) Vintage-style clothing primarily consists of boldly screened or appliqued logo Tees, Crews, Henleys and Fleece. Under the rad radar with the more discreet seagull stamp are wares that include Tanks, Polos, Cali Button Downs, Jeans, Shorts, Swimwear, Gear, Fragrance, Body Care and Accessories.
Hollister makes a beachin’ first impression with the ultimate “surf shack” appeal. Shoppers step onto a porch of sorts, with a painted wood deck, reclining chairs and colorful yet casually strung Christmas-type lights. Upon entering the store, the atmosphere is accented with dark wood floors, shelving and Plantation shutters, while dim lighting, alternative pop rock music and Hollister’s signature fragrance, SO CAL, fills the senses. Weave your way through tables topped with easy-to-spot styles and take a break in the central lounge area where weathered leather club chairs, cozy blankets and potted palms await. Once at the register, a plethora of surf magazines and featured CDs are ready for purchase.
The Bettys Shop features wholesome and relaxed looks including feminine yet sporty Camis and Dresses with just the right dose of floral embroidery. Bottoms include Jeans, Shorts and Cali Pants (including a Best Butt legging) and Skirts which are super short-short. Fresh and breezy Body Washes, Mists and Lotions are part of Hollister’s skin care line, while its glosses run the gamut with juicy colors for lips like Papaya Butter and Seared Cherry. Dudes go total SoCal-surfer with a pipeline of played-down plaids and retro drawstring board trunks. Named after the region’s famous beaches, a collection of men’s Body Washes and Deodorants is also available. Hollister’s 100% cotton, washed Polos are a mainstay for both sexes and come in an array of sun-lovin’ hues.
Don’t have time to hit the waves? Surf Hollister’s site instead and go to the Lounge Room, where black-and-white mini-films chock full of surfers roll, with the latest tracks featured as background music. You can also buy downloads of these hip tunes right from the Hollister site. An insider tid-bit: All of the company’s models work in the stores first and are then eligible to be featured in ad campaigns.
Hollister makes a splash with over 600 stores in the United States, United Kingdom and Canada, and plans to open a New York City flagship store in Summer 2009. Whether at the beach or on the street, Hollister manages to transport the young shopper into a spirited dream world of surf and sand.
For more information about Hollister Co., visit www.hollisterco.com
