NEW RESOURCES
The Modern Version of a Vintage Brand
More and more frequently, brands are looking backwards in their history to move their inspiration forward. Designer Jason Bleick rediscovered the famed surf brand Hang Ten on the racks at Kohl’s. Seeing the iconic footprint logo resurfaced nostalgic memories of the brand.
“Whenever you mention Hang Ten, everyone has a smile, they know somebody or have a story. They have a good memory of what Hang Ten was. As a kid I grew up wearing it a lot,”said Bleick, who is known for creating the brand Ever. He was hired in December 2012 to be senior design director for Volcom.
The designer approached the Hang Ten owners to create a higher-end division of the brand that would take the essence of Hang Ten as the backbone for a contemporary surf collection. The result is Hang Ten Gold, which is sold at stores such as Nordstrom, Bloomingdale’s, Fred Segal and American Rag. Retail price points range from $40 to $60 for T-shirts, $98 to $150 for woven shirts and $150 to $350 for outerwear.
Bleick tracked down Hang Ten originals from vintage hunters at the Rose Bowl flea market and stores such as What Goes Around Comes Around. Through the course of his search, he connected with many people who had worked with the brand in the past, from artists to printers.
Hang Ten’s rich archives of photographs and prints since it was founded in 1960 offered plenty of mood-board inspiration. The patterns, fabrications, washes and graphics, however, are designed with current relevance. The graphics speak to the history with a fresh composition, such as a collage of aloha floral prints and vintage Hang Ten photographs. It was important to stay “authentic” to the brand’s heritage of being a true surf label while bringing the silhouettes up to date.
“We didn’t want to come out with an exact replica remake. We wanted it to be more of a modern version of what Hang Ten should be today,” Bleick said.
The new line will take the aesthetic lead for Hang Ten’s forthcoming range of licensed coastal lifestyle products, from beach cruisers to children’s apparel. For more information, email kornerrunway@gmail.com.
