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California fashion brand tries on hospitality via Airbnb

Marine Layer is taking its merchandise and store aesthetic to a new brand extension: hospitality.

The California-based brand, best known for its soft T-shirts and laid-back vibe, has opened Airbnb apartments above several of its stores, reported, with the newest set to open next week, above its new store in New Orleans. The company is currently eyeing locations in Washington, D.C., with New York and Austin on deck, the report said.

Marine Layer’s Airbnbs share the same retro aesthetic as its clothes and stores, according to, and feature old-school board games, walls filled with travel Polaroids, novelty wallpaper and vintage furniture.

“We’re in an age where the traditional rules of retail and apparel don’t apply anymore, and so brands have to think about new and different ways to connect with their customer,” company founder Michael Natenshon told “Ultimately, we want customers to come into stores to buy clothes, but this is also an opportunity for people to engage with Marine Layer beyond the stores. It’s a next-step evolution.”

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