Laird Hamilton Creating Discount Surf and Skate Apparel

Maui big wave rider Laird Hamillton has been signed by retailer Steve & Barry’s to help design and promote its new surf and skate apparel line, Wonderwall.

The collection will be sold exclusively at Steve & Barry’s mall locations, with every item priced at $14.98 or less, the company said in a press release. The line will include graphic t-shirts, board shorts, cargo sorts, accessories and woven shirts.

Hamilton is the latest in a line of sports and entertainment figures who’ve signed on to lend their name and thoughts to the production of casual apparel at discount prices.

“Surf and skate is a natural extension of our lifestyle brand mix, and Laird Hamilton is the perfect partner to create a line that looks great and embodies his passion for life,” said Barry Prevor, Steve & Barry’s co-chief executive officer, in the press statement.

“Laird is an icon for the millions of young men who live the extreme lifestyle today, and we’re very excited to enter the category in a huge way together with such a legend.”

The 200-item Wonderwall collection will debut this spring.

Steve & Barry’s has about 200 stores in 33 states.