Hollister has officially stepped into skateboarding, introducing a lineup that includes Hollywood star Sunny Suljic, Aura Skateboards rider Roman Hager, Red Bull's Jiro Platt, and skater and rapper Lil Dre.
The announcement comes at a time when more fashion companies are paying attention to skateboarding.
Luxury brand Louis Vuitton helped bring more attention to skateboarding during the tenure of its late creative director, Virgil Abloh, whose influence resonated throughout both fashion and skate culture.
READ MORE: Louis Vuitton Unveil Their $2,660 Skateboarding Fashion Complete
As a result, premium fashion labels have spent the last few years working with skateboarders and creating collections inspired by skate culture, while more affordable brands are also beginning to see the opportunity.
As we previously reported, Polo Ralph Lauren entered skateboarding by working with Chocolate Skateboards professional skateboarder and model Carlisle Aikens.
READ MORE: Polo Ralph Lauren Enters Skateboarding Market with New Luxury Streetwear Direction
That partnership showed that traditional fashion brands continue to see skateboarding as an important part of their direction.
Lacoste also received plenty of attention after teaming up with Thrasher. Their collab appeared across magazines, social media, and even on ShreddER top stories.
READ MORE: Thrasher Magazine Collaborates w/ Accessible Luxury Brand Lacoste
Gucci also introduced its Cruise 2026 campaign, featuring skateboarding alongside its luxury fashion lineup.
It was another example of fashion labels including skateboarders in their campaigns.
READ MORE: Gucci Unveils Cruise 2026 Bringing Premium Style Into Skateboarding Culture
Now Hollister is joining the hype, but with something that many skaters can actually afford.
While luxury brands continue to release premium collections, Hollister is offering baggy denim that fits the style many skateboarders already wear without the luxury price tag.
Baggy jeans have remained a favorite choice for street skating thanks to their comfort, durability, and relaxed fit.
By featuring Suljic, Hager, Platt, and Lil Dre in its latest campaign, Hollister is showing that the company wants to become part of today's skateboarding scene.
It will be interesting to see if this campaign is only the beginning or if Hollister plans to invest even more in skateboarding through future projects, apparel, or additional team riders.
Hollister Posted:
"new low-rise baggy denim on deck @roman.hager @jirodreamsofskating