Sponsors
Billabong ▼ -0.012 | PPR ▲ +4.00 | American Apparel ▼ -0.009 | The Buckle ▼ -0.51 | Columbia ▼ -0.66 | Deckers Outdoor ▼ -2.17 | Dicks ▼ -0.48 | Foot Locker ▲ +0.03 | Genesco ▼ -1.37 | Iconix Brand Group ▼ -0.57 | Jarden Corp ▼ -0.06 | Nordstrom ▼ -0.17 | Luxottica ▼ -0.35 | Nike ▼ -0.23 | Pacific Sunwear ▼ -0.05 | Skullcandy ▼ -0.11 | Sport Chalet - 0 | Urban Outfitters ▼ -0.39 | VF Corp ▲ +0.16 | Quiksilver ▼ -0.06 | Zumiez ▼ -0.58 | Macys ▼ -0.02 | Tillys ▼ -0.01 |
Readers Say
It pertains to my business
It pertains to my business

I’m an avid reader of Shop-Eat-Surf because it’s really the only online newsletter that I have found that is not only industry related, but also because it’s not so “guy-centric.” I find that a lot of the information I read on the site pertains to my business (as a swimwear designer) and keeps me up to date on what other companies and other women in the industry in general are doing which is not only inspiring but also helps me gauge the future direction of my business as well.

I feel privileged to read the Executive Edition because I know I am getting insider industry information before it hits the mainstream media channels. And it’s always good to know what my friends are up to in the industry.

- By Monica Wise, Founder, L*Space
In touch with our business
In touch with our business

If you're not plugged into Shop-Eat-Surf.com daily, you're out of touch with our business!

- By Peter "PT" Townend, The ActivEmpire
Industry Insight

CFA, WELLS FARGO: Invitation to next "Crystal Ball" breakfast session, "Private Label vs Branded Manufacturing."

STOKES ME: SIMA Humanitarian Fund campaign kicks off this week with "Add-A-Buck" promotions in 76 core-store doors.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

The story behind Hurley’s Ramones effort

By Tiffany Montgomery
November 07, 2007 6:08 AM

The folks at Hurley in Costa Mesa are in the midst of several events to promote the company's special Joey Ramone collection. Thursday, there's a party at American Rag CIE at Fashion Island from 6:30 to 9 p.m.


I asked Joe McElroy, Hurley's director of global branding, how the collection came about. It includes boardshorts, hoodies, graphic T-shirts and eyewear and incorporates artwork from albums, tour photos and concert posters. Hurley giving it an exclusive aura by limiting distribution.


Here's what Joe had to say:


Why does Hurley feel connected to the music of the Ramones?

Everyone at Hurley feels connected to the music of the Ramones because we grew up listening to them and seeing them perform live. Hurley has strong roots in music, art, skate and surf so it was only natural to start a collection together with Joey Ramone. Hurley is expanding the work we do with bands and artists and just opened a music studio at our headquarters so stay tuned!


How were you able to use the Ramones name in a special collection?

We did a surfboard/punk rock art show called "Against the Grain" a fews years back and Arturo Vega, the Ramones' creative director, designed a board. From there, he introduced us to the Joey Ramone crew and we started working on designs.


Do you think the Ramones resonate with teenagers today?

The Ramones will always resonate with teenagers because the band has a cool and classic style, and the music is fast, catchy and fun to listen to.


Is the collection going to a specific distribution channel?

We are going to have exclusive distribution at Fred Segal Fun in Santa Monica and at American Rag in Fashion Island at first, and plan to open limited doors in the near future.


Articles You Might Have Missed