industry news

Hurley by Pendleton Capsule Collection at Saturdays

| posted on December 06, 2009

Hurley is thrilled to announce their inaugural partnership with Pendleton at Saturdays, an innovative surf boutique in Soho, New York. From 6pm to 9pm on Thursday December 10th, Saturdays will celebrate the launch of the limited edition Hurley/ Pendleton Boardshirt. In addition to previewing the collection, there’ll be a live performance by rising folk sensation Magdyn Osh.

Pendleton, a 100-year old company based on tradition and quality craftsmanship has partnered with Hurley, known for their authenticity and innovation in action sports. The collaboration is a perfect fit because both companies pride themselves in making functional, relevant gear that will stand the test of time.

Almost 50 years ago, the Beach Boys helped establish a reputation for Pendleton among the surf circles with its “Boardshirt,” an all-purpose, all-weather flannel worn both on the beach and in the water (before wetsuits). Recognizing this, Hurley Clothing (winner of the Surf Industry’s “Boardshort of the Year” for two years running) approached Pendleton about resurrecting the Boardshirt and renewing it with a modern flair. The result is the Hurley/Pendleton Boardshirt: a timeless classic that is appropriate for every occasion.

The product will be available exclusively at Saturdays in New York from December 10th to January 4th, just in time for the holidays! Saturdays, an ingenious surf shop, offers a modern and minimalist aesthetic to the sport. It is the perfect choice for the Hurley/ Pendleton East Coast debut of the product since it is an authentic, surf-based boutique in the heart of New York City.