RVCA has launched a pop-up shop in Asbury Park, New Jersey. The shop is the first collaboration for RVCA and Wanderlust Land & Sea, and will be open through September.
We spoke with RVCA’s Eric Thomas, VP of Sales, and Brian Cassaro, VP of Marketing, to learn a bit more about the collaboration, as well as the exclusive product and events planned for the pop-up shop this summer.
Can you tell us more about the partnership with Wanderlust Land & Sea for the RVCA pop-up shop on the Asbury Park Boardwalk, and the significance of it?
RVCA VP of Sales Eric Thomas: We have had a long business relationship with Luke and his father Grog’s Billabong store location in Shrewsbury, New Jersey. They really understand the brand and the diversity the brand has to offer to customers.
Luke launched his multi-brand venture, Wanderlust Land & Sea, and took it to Asbury Park last year with success. When it came time to start thinking about what he was going to do different this year, he was thinking about the single brand concept and we were honored that he called us first.
Asbury Park is such a hub for the creative lifestyle including a diverse art culture, historic music scene, and world-class restaurants. It epitomizes the modern East Coast beach lifestyle. RVCA being a creative platform first and foremost, we agreed that it was a great fit for both sides.
This gives us that opportunity to really show the brand’s DNA across divisions, categories and sub-cultures to a large diverse customer base that visits Asbury Park during the summer months, from various surrounding East Coast cities and across the country.
What type of exclusive merchandise can we expect to see at the shop?
Eric Thomas: Co-branded destination T-shirts, fleece and hats will be the anchor with colorful injections of cut-and-sew done in collaboration with both local and RVCA Artist Network Program artists.
Can you tell us more about the events that will be featured at the shop this summer?
RVCA VP of Marketing Brian Cassaro: We will be doing several events this summer that will involve the local community.
Our goal is to give back to the community while showcasing the RVCA brand. We will have a Summer Kickoff/Grand Opening party and over the course of the summer, will bring in our advocates in art, surf, skate and Jiu Jitsu to showcase the pillars of our brand.
Also, in August, we are doing a RVCA Caravan tour with some of our advocates that will travel up the Mid-Atlantic coast and end in Asbury Park.
We plan to stay busy between Memorial Day and Labor Day.