If you've ever stepped foot in a Hollister store, you'll be aware of their history and origin story.
Set up in 1921, the company was set up by Yale graduate John M. Hollister, who left the Massachusetts city life behind to sail the West Indes and setting up the California surf brand, which was eventually taken over and expanded by his son.
Now, we know to take stories released by companies with a pinch of salt, but it turns out that the Hollister history is totally made up!!
The 'So-Cal spirit' brand, owned by Abercrombie and Fitch, was actually created in 2000!
Abercrombie and Fitch has stolen an independent surf type story in order to cover up their true corporate colours
We can't say we're totally surprised by this news, but we are pretty pissed that a big company like Abercrombie and Fitch has stolen an independent surf type story in order to cover up their true corporate colours.
Anyone else feeling a little deceived?
We say that this is just another reason why we should support genuine independent surf brands with our money and support the real surfing industry!
Without the character of John M. Hollister and his fictitious surf shop, it looks like Abercrombie and Fitch will just have to find another sales strategy...