LAUNCHED IN AUGUST 2010, 'THE SITCH ON FITCH' TITLE SEIZED PUBLISHING IN SEPTEMBER 2015. AN INTELLIGENT, NAVIGABLE ARCHIVE WILL BE MADE AVAILABLE SOON. FOR THE LATEST ON ABERCROMBIE & FITCH BRAND, VISIT @ABERCROMBIE.TSOF ON INSTAGRAM. THANK YOU.

Tuesday, October 1, 2013

Dom in England! | Hollister Co. Beach Vintage looks

Hello everyone – it's been a while!

The Beach Vintage collection was, in my opinion, undoubtedly one of the best themes Hollister ever ran with in terms of positioning its merchandise. It had preppy elements, but had more than enough Southern California flair to keep it from being a total A&F clone. It was a look that was instantly recognisable, and totally unique. Preppy, loose chinos, bold colourful plaids and a mixture of both rugged and preppy outer layers like sweaters and cotton jackets all came together to create a look that was very American, but undeniably HCo.






Sadly, it's now a long gone style that doesn't show any signs that it'll be back anytime soon. Hollister's future seems to be in selling (and it pains me to say this) lower quality, more fashionable items. From a business standpoint, this sadly makes sense, but it's quite clear that the Hollister of old has gone. The eagle eyed amongst you will have noticed that in 2012 Hollister stopped using the HCo moniker altogether – which in my eyes, truly marked the end of an era. The fantasy of Hollister Co is no longer the main focus – now it's more about chasing the latest trends.

Luckily though, the spirit of the Beach Vintage collection still survives in certain items, and you can certainly put some great outfits together this floorset. So, without further ado, let's go back to a time before double denim, Instagram, and Keds...

Here are a selection of looks I've put together (created using the current floorset) that I hope evoke the spirit of the Beach Vintage look...I hope you enjoy, and perhaps get inspired to try this timeless style out yourself.