Hollister, the surf fashion brand that doesn’t waste money on silly things like sponsored surfers, surf advertising or surf contests, is joining Quiksilver and Billabong in New York City with a new store called EPIC Hollister at the corner of Broadway and Houston. And the press release is enough to make Miki Dora roll over in his grave.

It’s 40,000 square feet of pure California fantasy. It’s walking along Huntington Pier, hanging with the hottest crowd at the beach while the waves crash around you…literally! “The EPIC store is what Hollister is all about–big waves, surf, sun, and hanging out on the pier,” said a Hollister rep. “The laidback HCo. vibe is effortlessly cool, and we’re bringing the SoCal lifestyle to SoHo. . . . The first of its kind in the world, Hollister Co.’s EPIC store is about sight, sound, scent, taste, touch, and most of all, positive energy. It is without a doubt the coolest store to open in NYC. EPIC will be SoHo’s must see destination!

It’s so fake, it almost feels real. We can hardly wait!

[Link: Yahoo Finance]