Brand History

We're sure you've become familiar with the Hurley logo-- those tell-tale curves forming an "H"-- but did you know that shoes and apparel are the newer side of the Hurley legacy?

The history of Hurley Clothing traces its roots back to the surf industry in Southern California in the late 1970's. Hurley Surfboards was established in Costa Mesa in 1979. Well into the early 1980's, Hurley Surfboards was excelling as a company and Bob was shaping surfboards for many of the best surfers in the world. In 1982, Bob and his business manager, Joe K., began pursuing a hot Australian clothing brand, Billabong (Clothing). Bob was attracted to the company because of their super long, punk rock boardshort styles. With the help of friends and family, Billabong USA was established as a separate entity and licensee for Billabong.

By the mid-1980's, Billabong USA was doing really well. Bob and his team were committed to thinking and doing things differently. The team took full responsibility for design, sourcing, marketing and financing.

Around 1995, the Billabong USA team began noticing a shift in the collective consciousness of the consumer. Bob and his group realized that the modern surfer also loved fashion, skate, snow, music and art. The Internet and digital technology put more power in the hands of the consumers. The team began to re-think what it meant to be a "surf" brand. By early 1998, the internal Billabong USA team was formulating a new idea for the future.

By the end of 1998, it was clear that the team had its own vision for the future that did not necessarily serve the interests of Billabong globally. Coincidentally, the license agreement between Hurley and Billabong was also up for renewal. With much gratitude, Bob and his team gave back the Billabong license and decided to launch Hurley Clothing.

On February 22, 2002, the Company was sold to Nike, Inc., and still maintains its independence as a surf-industry fashion leader. With the backing of its corporate parent, Hurley has the freedom to explore even more aspects of design and marketing. Hurley's Corporate Headquarters are in Costa Mesa, California, USA.