Fashion
American surf and youth culture apparel brand founded in Huntington Beach, California in 1999 by Bob Hurley, after he declined to renew his license for Billabong's North American business. Hurley was among the first action sports brands to intentionally bridge surf with music, skateboarding, and art. Nike acquired the brand in 2002 and built it into a global surf lifestyle label. Nike divested Hurley to Bluestar Alliance in 2019 as part of a broader portfolio focus. Bluestar has operated the brand through a licensing model, with surfer Carissa Moore as a key ambassador.
parent company