Hurley

Hurley Clothing

As the warm and casual styles of Hurley clothing suggest, this is a brand that has stayed close to its beach culture, influenced by the positive and creative visions that are associated with the natural beauty of the sand and surf.

Hurley Clothing was founded by Bob Hurley and his Business Manager Joe Knoernschild. Hurley was a skilled craftsman who had found his calling in shaping surfboards from the late 1970s, and for five years he continued to build on his successful reputation in Southern California, shaping surf boards for some of the world's best surfers and working for some prolific surf board companies. A strong follower of the surfing community, Hurley took great inspiration from the successful Australian surfboard and fashion company Billabong and together with Knoernschild and their general partners, Hurley acquired the U.S rights of this up and coming brand in 1983: Billabong USA was born.

Billabong USA began to flourish with its Australian counterpart with Bob and his team taking on full responsibility for design, marketing and financing - not bad for a man who had practically grown up on a surfboard. However, whilst commercial success beckoned, Billabong USA understood that they could only ever triumph if they observed how their key demographic had evolved. What had once been a tight-knit surfing community, had now become a modern culture, one that embraced fashion, skate, snow, music, art and a voyeurism in the new digital technology.

By the end of 1998, Billabong USA had effectively drifted, albeit amicably, from its Australian source and as the licence agreement between them approached renewal, Hurley and Knoernschild opted to hand back their Billabong reigns and formed their own company: Hurley.

From their head office based in Costa Mesa, California, Hurley has thrived on its core belief in freedom of expression. The fashion line is influenced by its love of pop-punk music and blends the casual and comfortable with sleek and contemporary. The mens' range excels in tee shirt designs, all of which sport the highly respected Hurley emblem and reflect Hurley's surfing roots in tone and style; but there are certainly more urban undertones and the sweatshirts, jumpers and hoodies give a firmer nod to the skate and snow communities. The Hurley 'Icon Tee Shirts' are perhaps the most obvious staple of a Hurley wardrobe and the bestseller; 'One and Only Mens Hat' is likewise a great example of how great Hurley can be in its simplest form.

The range of boardshorts for men is a key example of how Hurley has shifted from its more 'sunkissed' hero Billabong. The Phantom Range in particular is simpler and darker, and the 'Barney 09 Mens Shorts' are a great example of how simple contrasts can work so well.

But Hurley clothing could never be called 'typical' in that it reaches a wide demographic by embracing different tones and styles. There are certainly some heavily punk and heavy metal influenced designs such as the 'Alex Pardee Collage Men's T-Shirt' and the 'Paramore White Wash Zip Unisex Hoody' which have much busier and detailed prints.

The womens' range is equally as impressive and acknowledges that the culture of active sports and urban clothing welcomes women too. The 'Chantel Girls Zip Hoody' doesn't waver from the typical styles and tones of Hurley and doesn't compromise style for overt femininity - the 'Smokin' Girls Denim Pants' could be described as almost androgynous but let's not forget that this is typical of the fashion culture that is embraced by so many women; it's not all about creating floral pink designs to make a woman look feminine, but cutting styles that flatter shape.

Ladies have a wide selection in the types of clothes available to them from Hurley; the 'Tanks' and swimsuits are strong examples of how Hurley acknowledges that beachwear has different requirements to skating attire. The range of dresses combine practical, comfortable and eye-catching - the Hurley 'Cleo Maxi dress - Grenadine' is both young and sophisticated.

As is typical of culture-driven brands, Hurley embraces its love of sports and prides itself on those ambassadors in all fields. With surfers like Marlon Lipke, Timmy Curran and Adrian Buchan endorsing their emblem, Hurley has managed to reach a global audience. Likewise, the skate scene also flourishes with Bob Burnquist, Cara-Beth Burnside and Diego Bucchieri all fans of the brand. The official Hurley team also includes BMX star Mike Escamilla, Motorcross star Carey Hart, and Snowboarders Brendan Farrell and Kevan Haggins.

Branching out into footwear, backpacks, sunglasses, beanies, boardshorts, swimwear and beach accessories, Hurley is picking up the pace in its quest to embrace all. Where one fan might don the 'Rasta Mens Beanie' for that more casual, urban look, another can step out in his Hurley 'Sinatra Fedora' and both feel like they are representing, or being represented by, this unique brand

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