When Hurley Clothing was still a fledgling brand, emerging out of the Southern California surf culture, creator Bob Hurley & Kevin Lyman launched a plan to build the brand as a lifestyle, beyond surfing & into music.
In early years, artists were provided with clean t-shirts, socks, laundry bags and much more – all indescribable assets when living a life on the road. Association with the tour lent cred to the name and artists like Blink-182 became instant brand ambassadors when they donned the gear onstage & in music videos, creating relationships that last to this day. Over the years the brand partnership evolved to include two stages that welcomed artists like Suicide Silence, Every Time I Die, Katy Perry & 3OH!3.
Hurley was also one of the first brands to support female-centric initiatives like the Ladies Lounge & Girlz Garage, spearheaded by female surfers bringing their culture to the masses as well.