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In the latest issue of Fast Company, our own Tina Dupuy has a funny/weird story about SiteLA, the cool/icky marketing experiment Quicksilver has launched in Silver Lake.

We won’t explain what SiteLA is (Tina did a good enough job of that), but we’ll give you a little taste of some of our favorite lines:

When Quiksilver execs describe SiteLA, my hyperbole meter went to 11. “It’s an alternative to pop culture,” declares Erik Joule, senior VP of merchandise and design, “something with substance.” So it’s areality->marketing campaign? “I don’t see it as a campaign,” says Joshua Katz, director of marketing and communications (and no relation to Matthew Katz). “I see it as a movement that transcends that.”

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