Wax On, Wax Off: Nike, Hurley, Converse Store Opens at Irvine Spectrum
The new Nike 6.0 x Hurley x Converse store just opened its doors last Wednesday at the Irvine Spectrum, just in time for the spendy atmosphere of black Friday.
Located across from the Cheesecake Factory, somewhere between Brookstone and the movie theater megaplex, the store sits on what one Hurley spokesperson called "industry row" within the massive mall.
Neighbors include Rip Curl, DC, Vans, Active, the Closet and Quiksilver.
In spite of the fact that other action sports apparel shops and department stores at the Spectrum also carry the same products, the general sense is that there's plenty of business to go around. These direct retailers, that is, don't necessarily cut into other stores' sales. The Irvine Spectrum might just be the most wretched hive of gaudy materialism and waste Orange County has to offer, making it a top spot for retailers looking to tap into a constant flow of bored OC spenders dropping their dollars on clothes, caffeine and sugar faster than greedy gamblers in Vegas. For retailers looking for growth in a starving economy, the embarrassingly materialistic buzz of the Spectrum must seem like an oasis in the desert.
The new store certainly carries an impressive lineup of the best the three-company family has to offer--shoes you might not easily find elsewhere, Pendleton wool shirts, a large denim selection and more. The design aesthetic reflects that of the apparel magnates' shared Costa Mesa offices, incorporating rough, unfinished wood and a pared down, industrial vibe.
Their other store opened earlier this year at 225 Forest in Laguna Beach. It, too, is a place that offers custom designs in a high-end, boutique setting. According to employees, in fact, 225 "went through kind of an update when [the Spectrum store] opened." Now, at both stores, Photoshop is used in conjunction with several printing techniques to do affordable, custom-designed clothes and shoes.
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