Nike Inc. has opened a Nike 6.0, Hurley and Converse concept store at 225 Forest in Laguna Beach with a focus on customization. The new three-story concept, entitled 225 Forest, marks the first time Hurley, Nike 6.0, Converse and Nike SB are being sold by Nike under one roof.
According to the Hurley website, in the second-story “workshop,” customers can transfer designs of their choice on Hurley boardshorts with a heated sublimation process. They can also decorate a new pair of Converse Chuck Taylors with an ink-jet printing procedure. The third floor includes a Nike ID studio to allow consumers to come up with designs for Nike 6.0s.
The store also includes artwork from Dalek and Bob Dob, music from underground label Stone's Throw and “numerous other ways to involve budding artists,” according to Hurley's website. The store held a grand opening party on July 2 and opened for the general public on July 3.
