La Jolla Group, the action sports company whose brands include O’Neill Clothing USA, Lost Clothing, Metal Mulisha Clothing and Rusty North America, is launching a new collection of Rusty surf apparel for JCPenney, the American department store, consisting of graphic tees, shorts, boardshorts and hoodies for young men and boys. The collection drops at stores this July.

Featuring a customized “crown” logo, the Rusty collection for JCPenney will offer an assortment of styles ranging from tees ($26) to shorts and hoodies ($55). Rusty will continue to design and distribute a specialty line for core retailers, including high-quality, performance-driven products sporting the signature R-dot logo.

“With the growing interest in action sports everywhere, we have an exciting opportunity to further segment our distribution channels with product differentiation and distinct branding, while maintaining Rusty’s core authenticity, quality, and innovation,” Charlie Setzler, President of Rusty North America, explained. “We are now able to make the entire core line available exclusively to specialty stores and more actively explore trends, fabrications and ideas; and at the same time, drive demand at core stores, thanks to the increased exposure in a national retailer like JCPenney.”