Urban Outfitters drops in on surf history with Icons of Culture launch
Heritage surf brands Op and Gotcha are the first to launch an exclusive partnership with Urban Outfitters -- under the brand Icons of Culture, a provider of vintage surf apparel to a new generation of consumers.
Irvine, California-based Z Supply has partnered with Iconix Brand Group, owner of Ocean Pacific (Op), as well as Perry Ellis International, owner of Gotcha, to create the Icons of Culture brand.
Icons of Culture pays homage to music and art of the past four decades, bringing iconic culture to a new generation. Z Supply brought in Op founder Jim Jenks to make sure the new designs were brand aligned and evoked the right sense of nostalgia that Icons of Culture is pursuing.
Carolyn D’Angelo, EVP of brand management at Iconix, explained the marketing approach for Op.
“Ocean Pacific has been a staple in surf culture and the California lifestyle for more than four decades, and this is the perfect time to bring our past iconic pieces to market with an industry and a consumer who is looking to find heritage brands that authentically support her lifestyle,” said D'Angelo.
Those iconic pieces include heritage Op corduroy shorts and screen printed graphic tees that are synonymous with '70s and '80s California beach scenes. The Icons of Culture assortment of Op product is now available online through Urban Outfitters with price points ranging from $29 to $99.
Next month, Gotcha's Icons of Culture collection will launch online at Urban Outfitters. Z Supply also brought back Gotcha founder Michael Tomson to consult on the line. Speaking of the consultation, Oscar Feldenkreis, CEO and President of Perry Ellis International said, "the design team behind Icons of Culture have developed a collection that is genuine, classic Gotcha.”
In addition to Urban Outfitters' online assortment, pieces of Icons of Culture will be available at select boutiques across the country throughout the summer.
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