Asos has announced a new partnership with The Surf Lodge to launch a limited-time retail outpost in Montauk, N.Y., over the Fourth of July weekend. This move follows Asos‘ first U.S. pop-up in New York City and is part of the brand’s ongoing effort to expand its in-person presence in the U.S.

The Asos Style Suite will operate from Tuesday to Sunday at The Surf Lodge, located at 183 Edgemere Street. The activation coincides with Nylon’s five-night residency at the venue, a period known for drawing both local and visiting crowds during one of the busiest travel weekends of the summer.

“We’re always looking to create moments that feel fresh, fun and a little unexpected,” said Jayma Cardoso, founder and creative director of The Surf Lodge, via statement. “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 Montauk outpost will offer a curated selection of women’s wear, featuring products from Asos-owned brands such as Asos Design, Topshop and Arrange, as well as partner labels like Aria Cove and South Beach. A limited-edition Asos x Surf Lodge x Nylon sweatshirt will also be available exclusively during the event. Prices for the collection range from $10 to $300, targeting a broad spectrum of summer shoppers.

Asos’ decision to activate at The Surf Lodge aligns with its strategy of connecting with U.S. customers through cultural and lifestyle-driven experiences. The Surf Lodge, a well-known Montauk destination, is recognized for its blend of surf culture and a vibrant social scene, making it a fitting backdrop for the brand’s summer campaign.

Sean Trend, managing director for the U.K. and U.S. at Asos, described the Montauk activation as the next step in bringing the brand’s digital-first approach to life for American consumers.