LoveShackFancy and Hurley teamed up on a beach-ready collection brimming with ’90s-inspired summer style and a dash of ‘romance’ too.
The New York City-based lifestyle brand and California surf-themed label reunited after releasing a summer collection last year. This time, LoveShackFancy x Hurley riffed on the current wave of nostalgia for the ’90’s and ’00’s with styles that nod to the trends around pink and Barbie-themed fashion.
The collaboration arrives as Hurley has been focused on expanding its women’s apparel range. In 2020, the surf brand entered a multi-year licensing agreement with Hybrid Apparel, a full-service design, development, sourcing, production, and apparel distribution company. Since then, Hybrid Apparel has been in charge of designing and manufacturing Hurley’s women’s apparel line.
“We wanted to create something unique and flirty this season, but also tap into the bold colors we are known for in swim,” said Erica Levine Ryan, Hurley’s global director of marketing. “Our girl lives in the water, and the idea of creating pieces she can wear both to surf and for a night out was really exciting.”
This year’s summer collection includes a variety of swim and surf styles, including reversible one-piece suits and bikinis in classic floral patterns, rashguards, wetsuits, suits for kids and board shorts for men.
LoveShackFancy x Hurley features quick-drying materials that offer versatility in and out of the water. The collection also introduces bold neons, color-blocking patterns, dressier lurex pieces, and a range of limited-edition skateboards and hand-shaped surfboards.
“We like to call summer the official LoveShackFancy season so being able to collaborate with a major swim brand like Hurley has been the most epic experience. This is our second collaboration with Hurley, and we’ve loved being able to have a bit of LoveShack in the surf space, so we’ve made sure to make this collection extra special,” said Rebecca Hessel Cohen, LoveShackFancy founder and creative director, adding, “We’ll also be dropping a few fun extras this year as well as the cutest baby tees and tanks as a nod to ’90s and ’00s nostalgia for that ultimate beach babe moment.”
The collection, priced at $70-$1,400, is sold at core surf retailers, specialty and department stores including Revolve, ShopBop, Neiman Marcus, Nordstrom, and is available through Hurley and LoveShackFancy’s stores and websites.