What Hurley does

Hurley is a private, for-profit surf and beach lifestyle apparel brand founded in 1999 in Huntington Beach, California, serving men, women, and children through a direct-to-consumer e-commerce channel (hurley.com) operated by United Legwear & Apparel Co., with the trademark held by HRLY Brand Holdings LLC. The company designs, markets, and sells boardshorts, swimwear, wetsuits, t-shirts, hoodies, and accessories, with product tiers spanning an entry-level price range of $10–$100+ and promotional discounts of up to 70%, plus free shipping on orders over $100. The brand runs a paid "Rewards Club" loyalty program as part of its retention strategy.

Hurley has built its product offering around two proprietary fabric technologies: Phantom, a four-way stretch, lightweight, quick-dry material used in boardshorts, and H2O-Dri, a water-resistant quick-dry fabric. The catalog is organized into sub-brand collections including Phantom, One & Only, Phantom Naturals (sustainability-focused), Phantom Eco, Americana, and Destination Unknown, alongside a dedicated Kids line. The brand sustains visibility through a roster of 30+ professional surf athlete endorsements, including Olympic gold medalist Carissa Moore, Filipe Toledo, and Kai Lenny, and has executed a high-visibility collaboration with the Keith Haring Foundation. The company distributes to 25+ countries (United States, Canada, and Europe) and operates a multi-tier pricing model with frequent promotional markdowns, indicating a value-sensitive consumer positioning within a global surfing apparel market projected at $11.15B in 2025 growing to $20.17B by 2034.

Hurley's go-to-market is primarily direct-to-consumer with international shipping, supplemented by physical retail. The company runs as a mid-sized apparel operator (501–1,000 employees) with no public funding history and no disclosed revenue, generating income through product sales, promotional pricing cycles, and a tiered loyalty membership structure.

Name

Hurley

Legal name

HRLY Brand Holdings LLC

Website

https://hurley.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Hurley is a private surf and beach lifestyle apparel brand, founded in 1999 in Huntington Beach, California, selling boardshorts, swimwear, wetsuits, and casual clothing through direct-to-consumer e-commerce to men, women, and children across 25+ countries.

Ownership category

akta.pro rank

Product category

Surf & Beach Apparel

NAICS

Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (458110), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Sporting & Athletic Goods, Nec (3949), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Swim & Surf Performance Wear (CRAAAEAG)

akta.pro secondary industries

Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ), Swimwear & Beachwear Cut & Sew (IMAOAEAH), Swimwear (Children) (CRAAAHAG), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Surf apparel
• Beach clothing
• Performance boardshorts
• Swimwear lifestyle
• Wetsuits accessories

Headquarters

HQ city

Costa Mesa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Apparel and accessories sales: One-time product sales through e-commerce platform. Products include boardshorts, swimwear, t-shirts, wetsuits, hats, and accessories for men, women, and children.
2. Outlet/clearance sales: Discounted products sold through outlet section of website at reduced prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Hurley designs, manufactures, and sells surf and beach lifestyle apparel and accessories—including boardshorts, wetsuits, swimwear, t-shirts, and hats—for men, women, and kids. The brand sells its products through its own e-commerce site and physical retail stores, with collections built around proprietary fabric technologies such as Phantom and H2O-Dri.

Product overview

Hurley is a surf and beach lifestyle apparel brand offering boardshorts, swimwear, clothing, and accessories for men, women, and kids. The product portfolio centers on core swim/surf categories (boardshorts, wetsuits, swimwear) supplemented by casual lifestyle apparel (t-shirts, shorts, hoodies, hats). Key product lines include the Phantom Collection (performance boardshorts and walkshorts featuring four-way stretch fabric), Phantom Eco (sustainable eco-friendly boardshorts), Phantom Naturals, H2O-Dri (water-resistant clothing), One & Only (logo-centric collection), Americana, and Destination Unknown. Collaborations include Hurley x Keith Haring. The brand operates primarily through its Shopify-powered e-commerce platform, with a rewards club loyalty program. Products span men's, women's, and kids' categories with offerings ranging from performance surf wear to casual beach lifestyle clothing.

Differentiator

Problem solved

Functional benefit

Brands

• One & Only: Logo shop collection featuring bold and timeless Hurley logo on tees, fleece, and more.
• Phantom
• Naturals
• Americana

Products and services

• Phantom Collection
• Phantom Eco Collection
• Phantom Naturals Collection
• H2O-Dri Collection
• Men's Surf & Beach Apparel
• Women's Swim & Surf Apparel
• Kids Wetsuits & Surf Apparel
• Wetsuits
• Hats & Accessories
• One & Only Logo Shop
• Americana Collection
• Destination Unknown Collection
• Hurley x Keith Haring Collaboration

Quantifiable outcome

• 7,000+ 5-star customer reviews demonstrating product satisfaction

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Keith Haring FoundationflagshipStrategic or Co-development PartnerHurley x Keith Haring collaboration featuring limited edition apparel and accessories collection. Products include reversible bucket hats, trucker hats, swimwear, and graphic t-shirts featuring Keith Haring's iconic artwork. The collaboration brings street art to surf apparel.
• Professional Surf AthletescoreStrategic or Co-development PartnerHurley sponsors over 30 professional surfers including Olympic gold medalists. Key athletes include Filipe Toledo, Carissa Moore (Olympic gold medalist), Kai Lenny, Gabriela Bryan, Eli Hanneman, and others. Athletes represent the brand in competitions and marketing materials.
• United Legwear & Apparel Co.coreOthersThe website is independently operated by United Legwear & Apparel Co., which is the seller of record for all products and services offered through the website. HRLY Brand Holdings LLC owns the Hurley trademark.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Roxy: Women's surf and beach lifestyle brand (Quiksilver sister label) with swimwear, boardshorts, and casual apparel. Comparable to Hurley's women's-swim segment and Keith-Haring-style collaboration cadence.
• RVCA: Action-sports rooted apparel and swim brand with surf and beach lifestyle positioning. Comparable on athlete sponsorship model (RVCA athlete network) and surf-street crossover.
• Quiksilver: Foundational surf apparel brand with boardshorts, wetsuits, and lifestyle apparel for men, women, and kids. Most direct comp to Hurley on product mix, customer base, and athlete-driven marketing model.
• Volcom: Surf, skate, and snow lifestyle apparel brand with boardshorts, swimwear, and casual wear for the action-sports consumer. Direct comp on lifestyle crossover and athlete-driven brand identity.
• Billabong: Iconic surf brand offering boardshorts, swimwear, wetsuits, and casual apparel globally. Directly comparable to Hurley on category breadth, athlete sponsorship model, and DTC + wholesale distribution.
• Rip Curl: Australian surf brand specializing in wetsuits, boardshorts, and search/surf lifestyle apparel. Closest peer in technical surf categories (wetsuits, Phantom-equivalent performance wear).
• O'Neill: Pioneer of the modern wetsuit and surf apparel; sells boardshorts, wetsuits, swimwear, and casual beach wear. Highly comparable on surf heritage, wetsuit technology, and men's/women's/kids surf apparel coverage.

Broad incumbents

• The North Face: Global action-sports and outdoor apparel incumbent with growing surf-adjacent product lines (wetsuits, boardshorts). Relevant on athlete-sponsorship scale and DTC maturity that Hurley would compete with in performance categories.
• Patagonia: Large-scale outdoor and surf apparel brand with broad DTC and wholesale reach and a strong sustainability narrative. Comparable on surf-category apparel and emerging eco-friendly lines like Hurley's Phantom Eco and Naturals.

Emerging players

• Reef: Beach lifestyle and surf footwear brand with apparel extension into boardshorts and casual wear. Overlaps with Hurley's hat/sandal/accessory categories and surf-lifestyle position.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/hurley
• Xx.com/hurley
• Facebookfacebook.com/hurley
• LinkedInlinkedin.com/company/hurley

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hurley