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Hurley expands with Americana at Brand pop-up

November 15, 2010|From latimes.com

Hurley, the Costa Mesa-based brand rooted in surf-and-skate culture, is bringing a little counterculture spirit — and its covetable new collaboration with heritage brand Pendleton — to Glendale.

The sporty label has launched a laid-back pop-up shop inside an empty storefront at the Americana at Brand shopping center.

The ephemeral shop features Hurley's premium men's and women's collections for holiday, a wall-sized denim display, a smattering of kids' items and pieces from Hurley's recent collaboration with Weezer.

And, perhaps most notably, the pop-up is the only place in Los Angeles that will showcase the entire Hurley for Pendleton collection, which officially launches Monday in stores and online. The trend-right collaboration, priced from $150 for jeans to $400 for jackets, marries denim and preppy basics with Pendleton's "Mad Men"-style plaids and vibrant Southwest-inspired fabrics.

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Hurley Pop-Up Shop, 889 Americana Way, Glendale, is open from 10 a.m. to 9 p.m. Monday through Thursday, 10 a.m. to 10 p.m. Friday and Saturday and 11 a.m. to 8 p.m. Sunday.

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