Emu Australia is in a gift-giving mood. The company is debuting a 300-sq.-ft. pop-up shop on Nov. 1 in the OC Mix shopping center in Costa Mesa, Calif. Scheduled to be open daily through January, the store will feature women’s and children’s collections, including its signature waterproof styles. The shop is the first of its kind in the U.S.
Emu Australia is partnering with outdoor lifestyle retailer Gear Coop for the venture. A soft opening will be held on Oct. 29 at 6 p.m. to kick off holiday selling.
“Emu Australia has a large brand following in the Orange County market,” said Emu Australia President Dan Singer. “Having grown up in Laguna Beach, I know this market very well.”
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While the brand is best-known for its cozy shearling boots, it has recently ventured into spring styles that include dress and casual sandals and canvas casuals, and it will introduce a companion girls’ line of novelty designs for spring ’16.
The Aussie brand is also partnering with model and global WaterAid charity ambassador Elyse Knowles for its spring ’16 campaign, shot in the Byron Bay region of Australia. Knowles is not a newcomer to the fashion industry — she has her own apparel brand, called Evrryday. Part of the proceeds from the sale of her line goes to WaterAid, an international nonprofit that improves access to safe water and sanitation.
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