Asembl Carbes Partnership for Rip Curl with Abrand Jeans
Asembl has announced a partnership for Rip Curl with leading denim label Abrand Jeans for a one-of-a-kind surf-street collection blending surf nostalgia with modern streetwear.
As Asembl’s first brand extension deal for the iconic surf brand, the exclusive range which drops in today across retail and online in Australia, United States of America and Europe draws inspiration from Rip Curl’s extensive archives, fusing baggy denim silhouettes, bold pops of colour, and signature surf details to create an authentic nod to the golden era of surf style.
Featuring baggy jeans, jorts, miniskirts, denim vests, polar fleece, tees, and a statement denim shacket, the collection merges Abrand Jeans’ best-selling denim silhouettes with Rip Curl’s most iconic branding and surf-inspired design elements.
Standout details include ‘The Search’ wetsuit zipper tape running down the side of the jeans, boardshort-style back pockets on the denim jorts, and the return of Rip Curl’s classic ‘Hot Locals’ label, a fan-favourite from the ‘90s.
Both brands are deeply rooted in Australian culture, making this partnership a natural fit. Rip Curl’s legacy in surf apparel and Abrand Jeans’ expertise in denim craftsmanship come together to create a line that speaks to the adventurous, free-spirited nature of both brands’ audiences.
With prices ranging from $59.95 to $179.95, the collection is designed to capture the essence of effortless surf style, reimagined for a new generation.
Rip Curl’s Head of Men’s Design Casey Egan said, “We are so excited to work with Abrand Jeans and welcome these denim gurus into our archive! It’s been incredibly refreshing to see Abrand Jeans’ fresh perspective on designs that are at the heart of Rip Curl’s DNA,”.
Abrand Jean’s Co-Founder & Designer Andy Paltos said, “Growing up in Australia and collecting vintage from a young age, I always came across cool vintage surf pieces from the ‘80s and ‘90s. The idea of combining vintage surf and denim streetwear is a cool concept, and who better than Rip Curl to do it with? Their history and archive in Australian surf nostalgia is unbeatable. I loved working with Asembl and Rip Curl’s dedicated team – I am excited to see the range come to life in stores and online,”.
Asembl Managing Director Justin Watson said, “I am incredibly excited for Asembl to be representing Rip Curl’s brand extension opportunities in Australia and around the world. Without a doubt Rip Curl is one of the world’s most recognised and respected brands, having been at the forefront of the surf and snow scenes since its creation so the brand’s authentic iconography, integrity and legacy lend itself to exciting and innovative brand partnerships and collaborations. This Rip Curl partnership with Abrand Jeans combines surf nostalgia with modern streetwear to deliver the perfect denim collection that is sure to be popular the world over,”.
