Surfwear retailer Billabong is encouraging fans to ditch dud swimwear, as part of a marketing campaign to promote the launch of its Sydney flagship store.
The campaign, titled “Trade in your trunks and surrender your swimmers appeal”, offers fans the chance swap their unfashionable and unwanted trunks for tickets to the official opening of the Billabong Sydney store.
Fans who surrender their pre-loved swimmers in-store before Friday April 15 will receive tickets to the Billabong SDNY launch party, as well as $100 worth of Billabong cash to spend in-store, and an “infringement notice” for various offences such as “offensive colours” and swimmers “too revealing to wear in public”.
The launch party, to be held tomorrow at the new Billabong store in the Sydney Arcade, Pitt Street, Sydney, will feature a performance from electropop band Van She and guest appearances from world champion surfers Joel Parkinson, Jack Freestone and Ellie Jean-Coffey.
The store, which spans four levels, will boast the largest representation of the Billabong Girls product line, as well as a debut display dedicated entirely to the Bob Marley range, with Marley memorabilia, bean bags, instruments and commemorative art.
In addition to swimwear and surfwear, the new Sydney Billabong store will also feature the brand's full denim range, hardware options including wetsuits.
The flagship Sydney store adds one more location to Billabong's current store network of 600 outlets worldwide.