The New Hollister Store is Officially Open

Lifeguards, girls in swimsuits, and surf-inspired paraphernalia abound as the beast of a store finally opens its doors to the public today on 600 Broadway in Soho.

Initial reviews are already calling the store "epically awkward" (and it's true, they were subjected to truly abysmal one-liners like "Welcome to the pier"), but we're sure that won't keep the hordes from heading downtown to take a look at the new space for themselves. The aforementioned giant flat screens showing live feeds of Huntington Beach alone would be worth stopping in to see. Though we'll admit that, for us at least, the draw is probably those lifeguards.

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