Asos pops up in Montauk for fourth of July weekend takeover

Online fashion giant Asos is launching in the Hamptons for the Fourth of July with a special in-person retail experience at The Surf Lodge in Montauk. 

From July 2 through July 6, Asos will host a limited-time womenswear activation as part of Nylon’s five-night residency at the beachfront destination. 

Open daily at 183 Edgemere Street, the Asos shopping suite will offer Montauk guests the chance to shop the brand’s collection in real life. The curated collection includes womenswear from Asos Design, Topshop, Arrange, Aria Cove, and South Beach, as well as a limited-edition Asos x Surf Lodge x Nylon sweatshirt, available exclusively during the residency.

“We’re always looking to create moments that feel fresh, fun, and a little unexpected,” said Jayma Cardoso, founder & creative director of The Surf Lodge. 

“Partnering with Asos and Nylon for Fourth of July weekend brings together fashion, music, and that signature Surf Lodge energy. It’s the kind of weekend that defines summer in Montauk.” 

The activation continues Asos’ strategy to bring its digital-first identity to life through curated, on-the-ground events with its U.S. audience. It follows the success of its first-ever U.S. pop-up in New York City, which ran from June 13 to the 22.