Inspired by Patagonia, a surf legend debuts a clothing line for adventurers

Published May 03 2021 at 8:00 AM GMT
  • Surfing legend John John Florence raised eyebrows last February when he walked away from a lucrative, multiyear contract with ubiquitous surf brand Hurley.
  • Rumors swirled about whether he would sign with another surf giant such as Billabong or Quicksilver, or even a more mainstream sports brand such as Nike.
  • So when the two-time world champ announced last summer that he was launching his own apparel brand, you’d be forgiven for assuming it’s another, you know, surf brand.
  • Instead, he called his new company Florence Marine X to give it flexibility beyond surfing.
  • [Photo: courtesy Florence Marine X]“I don’t see this as just a surfing brand,” says Florence, currently on a World Surf League tour stop in Western Australia.



  • Published May 3, 2021 8:00 AM GMT