Hollister, the young casualwear brand part of the Abercrombie portfolio,

is launching Hollister House for the summer.

The brand, which finds its inspiration from the Southern California aesthetic, will sell high summer clothing and accessories in addition to curating performances and live music.

Hollister House will open from the Memorial weekend end of May and showcase a new Hollister House Collection for both men and women.

"The Hollister House brings Southern California to the world this summer. Featuring epic concerts, awesome styles, and guest celebs, fans can experience the Hollister House across our digital platforms, including our recently launched Snapchat account and blog, 'This Is So Cal,'" said Craig Brommers, Senior Vice President of Marketing for Abercrombie & Fitch.

The Hollister brand was launched by Abercrombie in 2000, whose concept was originally designed to attract consumers aged 14–18, at a lower price point than the parent brand, through its SoCal-inspired image and casual wear.





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