LOS ANGELES — Op is taking the plunge where most action sports brands have yet to dip.
Beginning June 1, the Irvine, Calif.-based company plans to add an e-commerce element to its Web site, op.com, featuring apparel, accessories and possibly footwear. The move comes four years after it tried selling product online through another firm, which eventually ran into financial problems. It’s a bold strategy for a manufacturer that doesn’t want to face the ire of key retailers who might bristle at the idea of sales being siphoned off. Competitors like Roxy, Rip Curl and Billabong only sell online through authorized Web dealers.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)