American fashion brand Hollister — yet another ‘cheeky cousin’ of Abercrombie & Fitch — will open a new flagship store in New York City next month, “at the corner of Broadway and Houston in SoHo, big old-school-lookin’ building with five stories of tons of cool stuff,” as your average SoCal Dude would say — the average a SoCal Betty would sprinkle a few ‘like’ here and there.

Just like Gilly Hicks does with Australian beaches, Hollister gives its goods names from SoCal beaches, and sticks to a strict vintage feel in all the ads, in which gorgeous surfer boys flaunt their smooth muscular bodies, surrounded by way too many girls.

Will it blend?

Hollister