Hurley’s collaboration with Travis Barker drew big crowds to Tilly’s at the Irvine Spectrum Center in Orange County, Calif., Saturday for a signing event with Barker himself.
Travis Barker greeting shoppers at the event. Photo by Derek Bahn, courtesy of Hurley.
The collection with the Blink 182 drummer and husband of Kourtney Kardashian includes T-shirts, fleece, chino pants, shorts, overalls, swim, sunglasses, footwear, and headwear. Barker’s connection to Hurley stems from the early 2000s during the Warped Tour era where he often wore the brand on stage.
Influencer Lina Assayed wearing the Hurley x Travis Barker collection. Photo by Derek Bahn, courtesy of Hurley.
Tilly’s is giving the collection prime real estate in stores and online, and vice president of marketing Bobby Gascon said events like the Travis Barker appearance help generate excitement.
“In-store events are important for driving customer traffic and creating brand enthusiasm overall,” Gascon said. “We believe it’s an important element of being active and relevant within youth culture. We’re grateful to our long-time brand partner, Hurley, and Travis Barker for their support of this exciting event catering to our shared multi-generational fanbases.”
Joey Gabbay, the CEO of Hurley owner Bluestar Alliance, which acquired the Hurley brand from Nike in 2019, said Hurley is going big with the collection, which harkens backs to Hurley’s early years.
“This collaboration is special for us as it showcases the synergy between the spirit and excitement of Hurley in its early days with who we are now as an internationally established brand with the power to do something really loud and exciting,” Gabbay said in a statement. “Hurley has always believed that music and art are the common threads that bring us all together and having a legendary artist like Travis create custom designs and fits based on his own personal style sealed the deal for us. We strive for authenticity in everything we do, and this collaboration is a perfect symbol of that dedication.”
The campaign was shot at Barker’s recording studio and on the streets of California.
“This collection represents everything I love about the lifestyle I’ve carved out for myself,” Barker said in a statement. “It’s tattooed and poetic, chaotic and precise—a beautiful contradiction that just works. It’s made for people like me, the punk kids, the surf community and the people who can’t help but create. I love the freedom I was given with this process and believe that really comes through in the product and designs.”
