This story was updated for content.
Crowds of students gathered for live music, food and shopping during the opening of Orange Coast College’s first on campus pop-up retail shop Monday.
The Box, created and run by OCC’s Fashion department, is featuring Tavik as its first brand and will have Sister LB, RVCA, Publish and Volcom featured later in the semester.
“It was a really nice way to connect industries with students and a big shoutout to Michelle Craner for integrating it into her classroom,” said Christina Amaral, an OCC fashion instructor.
The opening had a large student and faculty turn out, with fashion department students handing out boxes of water, popsicles, kombucha drinks, hair ties, stickers and pins. OCC President Dennis Harkins and other members of administration were present to cut the ribbon.
Craner, an OCC fashion instructor, said she is incorporating The Box into her lesson plans. Three of her classes will periodically visit the pop-up during the semester to learn from it and the brands involved.
Jillian Leeman, Tavik’s vice president of sales and marketing and a former OCC student, said it’s important to have students and the brand connect simultaneously.
“This is the direct consumer. You can really learn a lot here. It’s a great opportunity for us to learn from students and them to learn from us too,” Leeman said.
Amaral said she hopes The Box can be a model program for other schools in the state.
The Box will host a variety of events and panel lectures throughout the semester.
On Wednesday, Tavik will be handing out free battery packs for attendees to design from 6 p.m. to 7 p.m.
Leeman will be featured as a guest speaker Thursday from 6 p.m. to 7 p.m.