Hurley

Hurley has two beginnings, firstly created in 1979 as an American distributor for the Australian surfing brand Billabong. After twenty successful years as a distribution company, Billabong and Hurley parted ways. Due to all of the experience the brand had accumulated during that time, Bob Hurley decided to throw himself and Hurley into the world of surf apparel with a strong focus on creating essential products such as boardshorts with innovative technology. This passion for creating high-quality surf-wear resulted in Hurley quickly becoming an incredibly popular brand within the community. Since their inception, Hurley have found themselves at the forefront of surf culture and fashion, going even further by injecting themselves into fashion that even us regular folk love too!

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Hurley Oceanside Mesh Back Flex Fit Cap – Grey Heather
Original price was: £35.99.Current price is: £25.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley One and Only Flex Fit Cap – Black
Original price was: £26.99.Current price is: £21.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley Axe Sherpa Lined L/S Shirt – Obsidian
Original price was: £84.99.Current price is: £64.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley Nazare Lithse S/S T-Shirt – Black
Original price was: £35.99.Current price is: £27.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley Tattoo S/S T-Shirt – Off White
Original price was: £35.99.Current price is: £27.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley X Series S/S T-Shirt – Black
Original price was: £29.99.Current price is: £23.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley Low Tide L/S T-Shirt – Jade Horizon
Original price was: £43.99.Current price is: £22.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley Dancer S/S T-Shirt – Black
Original price was: £29.99.Current price is: £22.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley Samukai O&O Pullover Hoodie – Black
Original price was: £75.99.Current price is: £54.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley The Box Pullover Hoodie – Navy
Original price was: £57.99.Current price is: £44.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley Santa Cruz Quilted Hooded Jacket – Green/Black
Original price was: £115.99.Current price is: £79.99. View Product This product has multiple variants. The options may be chosen on the product page
Hurley Throwback Fill S/S T-Shirt – Black
Original price was: £27.99.Current price is: £22.99. View Product This product has multiple variants. The options may be chosen on the product page

The story of the Hurley brand

With the knowledge gained working for the US division of Billabong, Bob Hurley had all he needed to begin creating his own top-of-the-line products. Their range of Phantom boardshorts, for example, has earned the title ‘Boardshort of the Year’ multiple times since their release. But it’s not just Bob’s incredible drive to help elevate the performance of essential surfwear that helped get Hurley where it is today. It’s his undeniable passion for surfing, combined with his forward-thinking attitude within the industry, that has generated an enormous amount of respect from both surfers and industry types alike. Something rarely achieved in action sports.

Hurley’s entry into becoming a brand was incredibly successful; again, the product rivalled, if not bettered, most other items on the market, but it must be said that the marketing team was absolutely on fire. During the late ‘90s and early 2000s, action sports in general were huge; skateboarding, freestyle motocross, surfing and everything else in between could be seen everywhere. So, it only made sense for Hurley to lean into that, angling the brand towards all aspects of the growing counterculture, even entering the music industry with bands such as Blink-182 repping the clothing in music videos and live shows.

After such a massive initial success, by 2002, Nike – for an undisclosed fee – decided to purchase Hurley, with Bob becoming the chairman of the brand, ensuring he could help with the day-to-day running of the business. With Nike’s backing, Hurley just kept on growing, with ever-expanding clothing lines for women and children, too.

When looking back at the names Hurley has supported over the years, and to this day, it is no surprise the brand is still so well-loved. Jay Adams, John John Florence, and Curren Caples have all repped the logo, and nowadays, with the likes of Elliot Sloan and Kai Lenny proudly waving the flag, Hurley isn’t going away any time soon!

Hurley Oceanside Mesh Back Flex Fit Cap – Grey Heather

Hurley One and Only Flex Fit Cap – Black

Hurley Axe Sherpa Lined L/S Shirt – Obsidian

Hurley Nazare Lithse S/S T-Shirt – Black

Hurley Tattoo S/S T-Shirt – Off White

Hurley X Series S/S T-Shirt – Black

Hurley Low Tide L/S T-Shirt – Jade Horizon

Hurley Dancer S/S T-Shirt – Black

Hurley Samukai O&O Pullover Hoodie – Black

Hurley The Box Pullover Hoodie – Navy

Hurley Santa Cruz Quilted Hooded Jacket – Green/Black

Hurley Throwback Fill S/S T-Shirt – Black

The story of the Hurley brand