video from fatjaspercatHollister on Fifth Avenue features a live video projection of the waves in Huntington Beach, California. The store greeters are shirtless "surfer dudes" like those pictured above. Hollister Co (HCO or Hollister) is an American lifestyle brand by Abercrombie and Fitch Co. The concept was originally designed to attract consumers aged 14-18 through its Southern California-inspired image and casual wear. Hollister on Fifth Avenue, the second store in Manhattan is located at 668 Fifth Avenue near 53rd Street.