Hollister has been around for a few years now but as they don’t have a handy one on NYC, LA or London we hadn’t thought of them until we walked by one in the Galleria Mall in Dallas recently. Our first reaction was ‘the store must be closed’ because it was so dark inside, but then we looked in through the old-style windows: there were kids milling around in the shadows. It was as if it was some sort of night club.

Inside, the store is unlike many we have seen. It’s not supposed to be a night club but in fact the interior is supposed to represent the interior of a surf shack. The walls are black, spotlights shine on the clothes and corrugated metal covers the ceiling. Hollister is a Californian version of American Eagle – classic Americana with logos splashed liberally. Surf boards and Californian flags deck the walls, a series of monitors broadcast a live video of surfers in California and shoppers can select their shopping soundtrack through a touch screen.

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