Big-wave surfer Laird Hamilton made a splash when he launched his own clothing line in October at Santa Monica retailer Ron Robinson, with celebrities such as Oprah Winfrey, Orlando Bloom and record producer Rick Rubin showing up to catch a peek.

Now, Laird Apparel is getting into the subscription business with a quarterly club membership, which launched two weeks ago.

Hamilton said the program will help the brand stay focused on delivering products consistent with its customers’ lifestyles.

“Having this membership program will provide us with invaluable feedback and will allow us to design and deliver product to our unique core consumer,” Hamilton said in a statement.

The program is only being offered to the first 100 applicants. Membership costs $175 every three months and includes a 20 percent discount on Internet purchases.

Members will receive a curated outfit that includes a top, bottom and hat from the line’s Off Shore, Fitness or Lifestyle collections as well as a limited-edition hand-screened T-shirt. In addition, each package will include a short questionnaire on topics such as quality, fit and overall design.

Hamilton, 52, known for riding a seven-story wave at the age of 36, grew up in Hawaii and has been surfing for more than 35 years. At the time of the brand’s launch, Hamilton told the Business Journal the timing felt right.

“Being sponsored for so many years by other (brands), I feel like in my evolution as an athlete and with the equity that’s in my brand, this is the time to start to try and build my own stuff,” he said in October.

Hamilton brought in Tim Garrett, who serves as president, and William Cawley, the label’s chief executive and chief creative officer.

Laird Apparel is available on the company’s website and at Ron Robinson’s stores in Santa Monica and the Melrose Avenue retail strip. Items can also be found at Tarsan Stand Up Paddle in Redondo Beach. Prices range from $35 for hats to $120 for jackets.

Swiss Brand

Luxury retailer Bally opened its first official U.S. flagship store in Beverly Hills last month.

The move is part of the Swiss brand’s 15-store global rollout planned for this year, which includes flagship outposts in Tokyo and Beijing. It will open additional U.S. locations later this year in Miami and Hawaii.

Frédéric de Narp, Bally’s chief executive, said opening stores in the United States has been a priority since he took on his current role in November 2013.


For reprint and licensing requests for this article, CLICK HERE.