LoveShackFancy and Hurley Collab Expands Into Bedazzled Bikinis, Trucker Hats and More
After a successful launch last year, lifestyle brand LoveShackFancy and California surf brand Hurley have deepened their relationship.
The expanded collaboration has added more garments, introducing bold neon colors, color blocking and flirty lurex pieces that can now be worn in and out of the water. The tie includes mini dresses, short board skirts, iridescent bikinis and rash guards, trucker hats, skirts, baby tees and rhinestone cowboy hats.
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"We wanted to create something unique and flirty this season, but also leverage the bold colors we're known for in swimming," said Erica Levine Ryan, Hurley's global director of marketing. "Our girl lives in the water and the idea of creating pieces that she can wear both surfing and going out was really exciting."
“Our partnership with LoveShackFancy is so special because while we differ aesthetically, we align where it matters. We want women to feel strong, beautiful and confident. We also love to innovate and are not afraid to try new things. The collection offers so many ways for women to express themselves and just have fun," she added.
A look from the LoveShackFancy x Hurley collaboration. - Credit: Image courtesy.
In addition to apparel, there are beach towels, limited-edition skateboards, and hand-sculpted surfboards.
"We like to call summer the official LoveShackFancy season, so working with a major swim brand like Hurley has been the most epic experience," said Rebecca Hessel Cohen, Founder and Creative Director of LoveShackFancy. “This is our second collaboration with Hurley and we loved having a bit of LoveShack in the surf space so we made sure to make this collection extra special.
A look from the LoveShackFancy x Hurley collaboration.
“This collection features our largest selection of swim/surf pieces yet, from reversible one-piece suits and bikinis in our favorite florals, of course, to rash guards, wetsuits, kids' suits, men's board shorts and pink surfboards. We'll also be releasing some fun extras this year, as well as the cutest baby t-shirts and tank tops that pay homage to '90s and '00s nostalgia for the ultimate beach babe moment,” said Hessel Cohen.
A look from the LoveShackFancy x Hurley collaboration. - Credit: Courtesy Shot.
Prices range from $70 to $1,400 and the LoveShackFancy x Hurley Collection will be available Thursday at retailers including Revolve, ShopBop and Neiman Marcus, online at hurley.com and loveshackfancy.com, and in-store.
FOR MORE STORIES:
LoveShackFancy continues retail and product expansion
WWD CEO Summit: Rebecca Hessel Cohen discusses the development of a LoveShackFancy world
Nike signs deal to sell Hurley brand to Bluestar Alliance
LoveShackFancy Opens Romantic Upper East Side Boutique
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