The passion driving Hurley sportswear was born out of their long-standing love of the ocean and the fact that it is in a constant state of change. The glamorous image of suntanned, hard-bodied surfers and their colorful beach garb are legendary in California's surf culture, further popularized by the rock-and-roll music of the Beach Boys. Since Hurley's roots evolved directly from the beach culture, the brand's mission statement is all about fostering the dreams of youth and the young-at-heart. Music and art were also important in uniting Hurley's vision, as they are passionate about the individual and freedom of expression. The surfing industry in Southern California of the late 1970's is also important in Hurley's history, with Hurley Surfboards being established in Costa Mesa in 1979. Hurley Surfboards made boards for many of the most renowned surfers in the world. Women's Hurley sportswear takes a cue from the surfing vibe, including brilliant pieced boardshorts and swimwear that's influenced by the sixties' surfing aura, perfectly designed for comfort at the beach. The Hurley REM swimwear collection features an optical pattern infused with beachy brights, just perfect to catch the next wave or turn heads on the shore. Come on in -- the water's fine!
Read more about Hurley.