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Tommy Hilfiger, APF Kick Off Surf Shack Project

A customized bus will travel across North America this summer, opening up as a pop-up shop to sell the line, the artist-designed surfboards and other products.

Scott Campbell Richard Phillips Tommy Hilfiger Lola Schnabel

SURF’S UP: Tommy Hilfiger marked the launch of its limited edition Surf Shack capsule collection and collaboration with Art Production Fund at No. 8 in New York Wednesday night. The event also introduced the cross-continent Surf Shack bus tour that begins in San Diego in June. The customized Surf Shack bus will travel to cities across North America, opening up as a mobile pop-up shop to sell the capsule collection, the artist-designed surfboards and other products.

As part of its ongoing partnership with APF, Hilfiger collaborated with five contemporary American artists — Lola Schnabel, Richard Phillips, Scott Campbell, Gary Simmons and Raymond Pettibon — to design a limited-edition set of surfboards. The boards are available for purchase in limited-edition quantities for $2,000 at select Hilfiger stores worldwide and on the Surf Shack bus in North America.

The Surf Shack capsule collection consists of 13 pieces for women and 16 for men and includes beach apparel, footwear, sunglasses, watches and bags. Tommy Hilfiger, Schnabel, Phillips, Campbell, Cameron Silver and Lake Bell were among those who came out to kick off the collaboration.