Hurley – The brand
A twenty something Bob Hurley had been absorbed in beach and surf culture from youth. In 1979, Bob launched Hurley Surfboards in Costa Mesa, California – a thriving hub for surfers. The company excelled, shaping surfboards for some of world’s most famous surfers. Bob had his eye on surfer style – a fashion trend that was growing outside of the beach and slowly trickling into mainstream.
In 1982, Bob and his business manager Joe Knoernschild set about pursuing the highly successful Australian brand Billabong – a cult fashion label amongst surfers who wore their punk rock board shorts religiously. Within a short period of time Bob and Joe had managed to create Billabong USA, a separate entity to Billabong entirely, and something that the US market were thirsting for.
Billabong USA took off in the mid Eighties, but within a decade the digital age was beginning to show strong developments. The Billabong USA team took notice. It had become apparent that a surf brand couldn’t just box itself within one sector; consumers were influenced by so many different ways of life. Sporting worlds overlapped with art - and the Billabong USA team were keen to create a new brand that would cater to a diverse audience.
Towards the end of 1998 Billabong USA’s license renewal was due, and so with much deliberation the company decided to hand back ownership to Billabong, instead launching Hurley. Hurley became known as one the first surf brands born in the digital age, appealing to the internet-using consumer who wanted a versatile brand. For now, Hurley’s future is unwritten. And that’s exactly how they want it.
Hurley – Classic Styles 
Classed as a surfing brand, Hurley doesn’t restrict itself to boundaries – more so seeing itself as a fusion of styles that mesh in harmony. Seeking inspiration from a number of different outlets, Hurley’s typical look is laid back and hassle free. Expect Hawaiian prints, checks, flannel, and polka dots a plenty, with the odd burst of vibrant oranges, turquoises and lime green.
Men’s and women’s apparel stick to a similar format, as well as pint sized versions for young children and teens. Hurley’s graphic print t shirts tend to be the widest universal seller, from plain logo t shirts to trendy prints; it’s hard to go wrong with a classic short sleeve tee. T shirts for men such as the styles Spotlight, Absinthe and Cornerstone adopt a rockier edge, using images of skulls which have been a recent mainstream trend too. For ladies a variety of v neck t shirts, long sleeved tops, tank and cami tops can be worn in numerous ways. The Beauty Mark, Essex Girls and Griffith Cami will all work as a casual look worn with jeans or as dressy tops with leggings and heels.
Hoodies, sweatshirts and jackets by Hurley are inspired by skate culture. Pullover, zip up and fleece hoodies by Hurley are completely durable. Thermal options and lightweight summer styles offer plenty of choice.
As the hallmark of beach fashion, board shorts and walk shorts by Hurley utilise bright colours, patterns and prints for stand out looks. Girls have the option of board shorts and lowrider short styles in plain colours, stripes and denim.
The huge variety in the Hurley collection reflects a brand that is eager to be known as a label famous for producing more than one than one look. Hurley’s blend of beach babe with skater dude finds its place by combining everything in between to give you true Californian style.
