Sun-soaked West coast surfer chic makes for lots of soft-handle and laundered cottons, deployed on checked shorts, logo-laden T-shirts and heavy cotton jackets. In terms of the palette, it is non-challenging with navy hoodies, white T-shirts and blue jeans in dark cotton with a full spectrum of pastel polos.
The house of Hollister is the stand-out shopfit in Westfield London. The colonial exterior stands out from white boxes of the mall and the loud music and beautiful staff underscore the easy-living brand values. Inside, the dark spotlit tactic is lifted from older sibling store Abercrombie & Fitch, while the wooden surf-shack meets colonial-pile aesthetic makes for homely charm
Despite its sun-drenched personality the Hollister proposition is based on offering key pieces for youthful urbanites. So for men, it was all about the T-shirts and hoodies, which form the anchor of the range but there is a full lifestyle offer at this considerably sized store.
T-shirts are £20, shirts are £34, jeans come in at £50, hoodies are £40 and heavy cotton jackets with plenty of detail are £64. Prices are mid-to-high with the store’s youthful cache more than enough to justify it in young shoppers’ eyes.