July 6, 2010- Quiksilver and The Standard hotels have joined forces once again after a successful bicoastal partnership last summer, to expand their boardshort collection and exclusive products sold through poolside vending machines. Four new custom designed Standard Boardshorts by Quiksilver will be sold alongside new Standard Sunglasses By Quiksilver, a reversible Standard Bikini By Quiksilver and Shiseido sunscreen. The Standard, Hollywood and The Standard Spa, Miami Beach will now have their own vending machines to expand those existing at The Standard, Downtown LA and The Standard, New York. And for those who won't get a chance to visit the pools this summer, products will be available at The Standard Shop at www.shopthestandard.com and www.Quiksilver.com .

The new limited edition retro Standard Boardshorts By Quiksilver are again inspired by each Standard hotel location in Hollywood, Downtown LA, Miami and New York and their respective color identities. The boardshorts now come in two lengths, 16" and 18" and are made with Quiksilver's Diamond Dobby technology – the ultimate material for in-water performance – no rash, perfect stretch, ultra light-weight and quick to dry.

This year the ladies get to enjoy a gorgeous custom bathing suit as well. The Standard Bikini By Quiksilver features a solid white bandeau top that reverses to yellow, with a low-rise bikini bottom. The convertible design allows for the top to be worn as three unique styles; tied around the neck, knotted and then tied around the neck or as a strapless bandeau.

The new Standard Sunglasses By Quiksilver are hand-made, two-toned black acetate frames with distortion-free, shatter-resistant lenses and 100% UV sun protection. These sleek unisex shades are complemented with the Quiksilver signature black and red checkered print on the inside of the frame.

From Shiseido, suncare products including a Refreshing Sun Spray for Hair/Body SPF 16 as well as an SPF 38 Face Cream will be offered for poolside protection. The spray offers cooling sun protection for the body, hair and scalp while the highly nourishing cream-formula offers maximum sun protection for the face. Both products complete the ultimate summer look by defending against UVA/UVB rays to leave skin smooth and glowing without any visible residue or uncomfortable stickiness.

Artist, photographer and film-maker Cheryl Dunn was recruited once again to produce a short video to celebrate the collaboration. The film highlights the products set in the ultimate surfing backdrop, Costa Rica, and can be viewed on both the vending machine interface and soon on www.standardhotels.com.

The collaboration will be celebrated in true Quiksilver and Standard spirit with a pool party with live music, BBQ, Ping Pong and more at The Standard, Spa in Miami during Miami Swimwear Fashion Week in July and at The Standard, Hollywood in late summer. The Standard Boardshorts By Quiksilver will retail for $75.00, the Bikini and Sunglasses will both be available for $88.00. Shiseido Sun Protection Spray SPF 16 will be available for $28.00 and Shiseido Sun Protection Cream SPF 38 will retail for $32.00.

Quiksilver is committed to providing tools for uncovering, expressing and expanding your personal style. Our aim is to foster the sense of individual expression and excitement – the stoke that is the essence of boardriding*. We’re also here to spread the word because the only thing better than finding stoke is sharing it.

*Boardriding is about timing and style. It’s youthful, active, casual, and free flowing. There is no wrong way to ride a board. The goal is simply to learn, progress, improve, and give it your own interpretation.

André Balazs' expanding collection of Standard Hotels include The Standard, Hollywood on the famed Sunset Strip, The Standard, Downtown, LA, featuring a roof-top pool and stunning panoramic views of the city, The Standard Spa in Miami, a holistic and hydrotherapy spa hotel on the waters of Biscayne Bay and most recently, The Standard, New York, located in Manhattan's thriving Meatpacking District.

For more information on The Standard hotels please visit www.standardhotels.com
For more information on Quiksilver please visit www.Quiksilver.com
For more information about Shiseido, please visit www.sca.shiseido.com


Leslie Bishop                                                                                               Tiana Evans
Quiksilver                                                                                                    Nadine Johnson & Associates
leslie@exposure.net tiana@nadinejohnson.com
212.226.2530                                                                                             212-228-5555