#United States #Huntington Beach #Lexus #Complex #surf culture

Complex and Lexus Celebrate Surf Culture

In a remarkable collaboration that grows in significance every year, Complex has partnered with Lexus for the third consecutive year to elevate the surf culture at the 2026 Lexus US Open of Surfing in Huntington Beach, California. This year’s event, held from July 25 to August 2, showcased a unique intersection of style, craftsmanship, and community, much to the delight of surf fans and enthusiasts.

The Lexus House Experience

Central to this partnership was The Lexus House, a beautifully crafted beachfront space that provided visitors with an immersive experience. Designed around Omotenashi, the Japanese philosophy of hospitality, Lexus aimed to anticipate guests' needs and offer a premium experience. This year, The Lexus House attracted numerous patrons, eager to soak in the surfing competition while enjoying the essence of Lexus’ brand ethos.

Kirsten Atkinson, Senior Vice President of Brand Partnerships and Sales at Complex, commented on the fruitful partnership: “Three years in, this collaboration demonstrates how culture and sport can enhance one another. What began as an initiative to connect our community with surfing has transformed into a significant cultural movement for young fans, showcasing diversity and energy.” Atkinson highlights the evolution witnessed at this year’s event, noting the vibrancy surrounding Jeff Yokoyama's collection and the lively atmosphere at The Lexus House.

Highlights of the Event

Every day of the nine-day festival was filled with excitement and unique offerings, including:

• - An exclusive capsule collection designed by surf icon Jeff Yokoyama, which featured eco-friendly merchandise crafted from upcycled materials, embodying Lexus' Takumi philosophy. Sublime pieces included a custom beach bag, shirt, towel, hat, and an incredible one-of-a-kind surfboard that drew considerable attention.
• - The surfboard giveaway on the event's final weekend brought in crowds that were buzzing with excitement, eager to get a chance at winning this unique piece of art.
• - Guests enjoyed interaction opportunities with renowned surf athletes and Lexus brand ambassadors, Griffin Colapinto and Caroline Marks, who were on-site for meet-and-greet sessions.
• - An on-display **Lexus