Selfridges shoppers invited to catch waves at Boardies ‘Surf Shack’ pop-up
2015-founded lifestyle brand Boardies has joined forces with Selfridges, once bringing the 'Surf Shack', pop-up to customers in the kidswear department.
Following last year's successful pop-up at the flagship, this year's immersive shack will be home to the new Spring Summer 2024 Boardies Kids range inspired by 90s surf culture.
The new 24-piece range includes a kaleidoscope of patterned Swim Shorts, Rashies, graphic T-shirts and vibrant holiday shirts. The standout item is the 'Monsters' print swim shorts that were developed in collaboration with London-based artist Kev Munday.
As an eco-conscious brand, Boardies created the collection using sustainable fabrics, such REPREVE recycled plastic water bottles for the swim shorts, Tencel woven shirts featuring coconut shell buttons and 100% organic t-shirts.
For the pop-up Boardies has teamed up with Cornwall-based heritage surf shop Karma Surf to create three unique custom surfboards, featuring the brand's unique patterns inlaid into the boards.
Founder, Nick Crook, said: "After a successful launch at Selfridges last summer, we are delighted to be back in such a prime location, creating some retail theatre with our Boardies Surf Shack and presenting the summer collection."
