RVCA pops up on Asbury Park Boardwalk

By

Cassidy Mantor

Published
Jun 6, 2017

RVCA is bringing its Orange County vibe to the East Coast with a pop-up shop on the Asbury Park Boardwalk in New Jersey this summer.

The pop-up shop is the first-ever collaboration between the Costa Mesa, CA-based RVCA and Wanderlust Land & Sea. It will feature co-branded apparel, fleeces and hats. In addition to the destination tees that consumers have grown to expect from action sports brands, RVCA's pop-up shop will also feature local artist collaborations as well as exclusive designs from the RVCA Artists Network Program.

"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," said Eric Thomas, RVCA Vice President of Sales.

Wanderlust Land & Sea is a multi-brand surf concept founded by the son of a Billabong store owner. As RVCA was acquired by Billabong back in 2010, there was a natural connection and an inherent understanding of the branding needed to make a single brand RVCA pop-up happen.

In addition to exclusive destination product, the pop-up shop will host events that draw on RVCA's roots in surf, skate and Jiu Jitsu: RVCA is diving even deeper into the East Coast market this summer with experiential activations outside of retail. It will also be taking its brand on the road through the mid-Atlantic region with a RVCA Caravan tour this August. The final tour stop will end in Asbury Park back at the pop-up.

The RVCA x Wanderlust Land & Sea pop-up is open Memorial Day through the summer. Official closing date is October 8, 2017.