Hurley (Women Swimwear) at HerRoom

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The philosophy and passion of Hurley comes from 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, which only added to the mystique. Hurley's roots undeniably come directly from the beach culture, and 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. And, Hurley places great value on smiles. Welcome to Hurley's world of imagining endless possibilities.

The surfing industry in Southern California of the late 1970's was also a large part of Hurley's history, with Hurley Surfboards being established in Costa Mesa in 1979. Hurley Surfboards was thriving well into the 1980's, making surfboards for many of the most renowned surfers in the world. In 1982, the owner and his business manager became interested in the Australian apparel brand, Billabong. Their long, punk rock-inspired boardshort styles were perfectly in keeping with the Hurley Surfboard image. Billabong USA became a separate business entity and licensee for Billabong, and was doing well by the middle 1980's. Hurley’s team took on the full responsibility for designing, sourcing, marketing and financing Billabong USA.

The Billabong USA team became aware of a shift in the collective conscious of their demographic target market, noting that the modern surfer was also interested in fashion, skateboarding, snowboarding, music and art. And the new internet put endless purchasing possibilities in the consumer's hands. No longer did the surfing aficionados have to find their surf wear at specialty bricks-and-mortar stores. All they had to do was log on and "surf the Web." The Hurley team accordingly began to reformulate what it meant to be a "surf" brand. By 1998's close, it was clear that the team had its own vision for the future that did not necessarily mesh with the interests of Billabong globally. Hurley Surfboards gave back the Billabong license and decided to launch Hurley, and it has thrived since.

Women's Hurley sportswear has that same surfing vibe, with brilliant pieced boardshorts and womens swimwear that's influenced by the sixties' surfing passion, 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.



© 2015 Andra Group, LP - Thursday, November 26, 2015 (A1).