Hurley: Where It's From, Who Owns It, What to Buy

Hurley is the brand Bob Hurley built after 15 years of running Billabong in America. For a while it was one of the biggest names in surfing: backed by Nike, and worn by John John Florence when he won back-to-back world titles in 2016 and 2017. Plenty of surfers bought his signature Phantom boardshorts on the strength of it.

Then Nike sold. Since 2019 Hurley has belonged to a New York brand-management company, John John has left to start Florence Marine X, and the gear is made by licensees. The name is the same. The company behind it is not.

Who owns Hurley?

Hurley is owned by Bluestar Alliance, a brand-management company based in New York. Nike announced the sale on 29 October 2019 and the deal closed on 6 December 2019. Neither side gave a price.

Bluestar owns brand names and licenses them out. Its other brands include Off-White, Palm Angels, Dickies, Scotch & Soda, Brookstone, bebe, Tahari and Justice.

Bluestar doesn't make Hurley's products. United Legwear & Apparel Co. holds the license for men's clothing, and is the company named in the privacy policy of Hurley's website. When Bluestar set up the licenses in 2020 it named Hybrid Apparel for women's clothing.

History of Hurley

When was Hurley founded?

There are two answers. Bob Hurley started shaping surfboards under his own name in 1979. The clothing brand people know today launched in 1999, and that is the date Hurley itself uses.

Where was it founded?

In Orange County, California. Hurley says it was founded in Huntington Beach, where Bob Hurley had his surfboard shop. The company's long-time base is a few miles away in Costa Mesa.

Who were the founders?

Bob Hurley. He was born in Canada, moved to Orange County as a child and shaped boards for Infinity, Wave Tools and Lightning Bolt before going out on his own. Several partners from Billabong USA joined him at Hurley in 1999.

Important milestones in the company’s history

1979: Bob Hurley starts Hurley Surfboards.
1983: He takes the US license for Billabong, then little known in America, and builds Billabong USA.
1998: He gives up the Billabong license to start his own brand. Hurley launches the following year.
2002: Nike buys Hurley. The price was not announced.
2015: Bob Hurley retires as chief executive.
2016 and 2017: John John Florence wins two world titles as a Hurley rider.
2019: Nike sells Hurley to Bluestar Alliance.
2020: John John Florence leaves and founds Florence Marine X, in partnership with a company founded by Bob Hurley. Bluestar restructures Hurley around licensees.
2022 to 2024: Hurley returns to the Championship Tour as title sponsor of the Hurley Pro Sunset Beach.

Any other important people who contributed to success?

John John Florence, more than anyone. He was the face of Hurley for years.

Bob Hurley and his family are no longer involved with the brand that carries their name.

World of Hurley

Company mission, vision and values

What does the company believe in?

Hurley says it was founded on the principle of "empowering and fueling the next generation". It describes itself as a brand for surfing, skateboarding, snowboarding, music and art, with inclusion at the center.

The Company Today

Who is the CEO?

Hurley doesn't have a chief executive of its own that we could find. Its owner, Bluestar Alliance, is led by chief executive Joseph Gabbay, who founded the company with Ralph Gindi.

How many staff do they have?

Hurley doesn't publish a headcount, so we don't quote one. When Bluestar restructured the brand in 2020 it said more than 90 people would stay on in Costa Mesa in design, production and sales.

How much revenue do they earn?

Hurley's revenue isn't published. It is a privately owned brand, and the figures on data-broker sites are estimates.

Where are they located?

Design is based in Costa Mesa, California, on the original Hurley site. The owner and the main licensee are both in New York.

Do they have a foundation / non-for-profit arm?

Not that we could find.

Which products do they specialize in?

Boardshorts, swimwear, wetsuits, T-shirts and everyday clothing for men, women and kids.

In the News

NIKE, Inc. announces sale of Hurley to Bluestar Alliance (Nike, October 2019)
Bluestar Alliance moves forward with plans for Hurley (February 2020)
John John Florence launches new apparel brand called Florence Marine X (World Surf League, August 2020)
Hurley joins World Surf League at Sunset Beach (World Surf League, 2022)

The Ambassadors

Who is sponsored by the company?

Reports in December 2019 said the new owner would not renew its surfers' contracts. In the end Hurley kept a team.

In September 2026 Hurley's site lists two-time world champion Filipe Toledo, five-time world champion Carissa Moore, Kai Lenny, Gabriela Bryan, Eli Hanneman, Jake Marshall, Brett Simpson and Will Skudin among its surfers, along with a large group of juniors. It also sponsors skateboarders.

Sustainability

Do they produce any eco-friendly products or have a sustainability focus?

The record is mixed.

The rating. Good On You, which scores fashion brands on their impact, gives Hurley its lowest rating, "We Avoid". The rating was last updated in October 2024. The main reason given is that Hurley publishes too little about what it is doing.
The products. Hurley sells a Phantom Eco range of boardshorts and describes its Advantage Plus wetsuit as made with limestone-based neoprene and recycled materials.

These are the company's own claims about its products. We haven't tested them.

Campaigns and Partnerships

Are they doing anything interesting in terms of campaigns or partnerships?

Lower Trestles. Hurley sponsored the Championship Tour event at Lower Trestles, the Hurley Pro, until 2017.
Sunset Beach. It was title sponsor of the Hurley Pro Sunset Beach in Hawaii in 2022, 2023 and 2024.
Licensing. United Legwear & Apparel Co. has made Hurley's men's clothing since 2020.

For more information

Visit the Hurley website.