The origins of Hurley stem from an unrelenting passion for the ocean and its constant state of change and this concept is exuded throughout the brands’ various ranges, season after season. With deep roots in beach culture, the brand is, the founders say, ‘all about inclusion and positivity’ as well as ‘freedom of expression and the individual voice.’ Hurley’s history can be traced a few decades back to the surf industry in Southern California in the late 1970′s when Bob and his business manager Joe. K toyed with the idea and then went on to firmly establish a brand that was aimed at facilitating the dreams of the youth, with undercurrent themes of music and art so inherent to the essence of Hurely.
The brand started out as solely a surfboard label which by the early 80′s was shaping the surfboards of many of the best surfers in the world. By 1982, however, the two business minds behind the brand began pursuing a hot Australian clothing brand, Billabong, primarily because of their ‘super long, punk rock boardshort styles.’ And the pursuing sure paid off! Soon enough, Billabong USA was established as a separate entity and licensee for Billabong and remained so until approximately 1995 when the Billabong USA team began noticing a seismic shift in the collective consciousness of the consumer. Bob and his colleagues realised that the modern surfer also loved fashion, skate, snow, music and art, instead of just surfing and watersports. After much deliberation and even more gratitude, the team decided in 1998 to give back the Billabong license and kick start a new brand reflecting their own vision for the future. Enter, Hurley. Placing a premium on smiles, and designed not just for people but for a style of life in itself, Hurley clothing has grown into a giant on the Australian fashion landscape. The extensive mens’ range boasts the trademark Hurley hoodies, jeans, destination tees and Hurely boardshorts while the girls’ collection is brimming with Hurley wetsuits, pants, shorts and tanks.
Hurley in Australia
Shop Hurley online today with Dealies Australia at Surfstitch, General Pants or Ozmosis for the best online sales and coupon codes! Available are the standard collections (inc. great Hurley backpacks), plus the Hurley Pro range…definitely worth a browse!