Chrome Hearts Acquires Iconic Surfrider Hotel in Malibu
Cruising down Pacific Coast Highway, neck craning out the window to get a glimpse at the conditions (and crowds) of the famed righthand pointbreak of Malibu, it’s tough to miss the iconic landmark that is the Surfrider Hotel, its sign looming over the waves.
The hotel has been there as the 1950s, a landmark to the historic surf spot in the Gidget, Beach Blanket Bingo era, and still today, one of California’s most coveted surf spots.
But recently, the boutique, 20-room hotel has been snatched up by what some might think an unlikely new owner: the gothic fashion brand, Chrome Hearts. The clothing and jewelry company purchased the Surfrider Hotel for $37.5 million,”paying more then $1.8 million per room, which puts it among Southern California’s priciest hotel deals in years.”
What does this mean for the future of the Surfrider? Only time will tell. Chrome Hearts is known for its distinctive aesthetic, and it will be engaging to see how they integrate their brand into this iconic California landmark. No official announcements have been made regarding renovations or changes to the hotel’s operations.
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