Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Hurley

Hurley is an American lifestyle brand rooted in surf, skate, and snow subcultures. Its aesthetic emphasizes functional performance wear and casual apparel inspired by Southern California beach culture. The brand represents an ethos of creative inclusion and the intersection of action sports, music, and art.

History

Bob Hurley founded the company in 1999 after ending a long-term licensing agreement with Billabong. Based in Costa Mesa, California, the brand transitioned from surfboard shaping to a global apparel entity. Nike acquired Hurley in 2002, integrating athletic technology into surf wear. The brand contributed to the mainstream expansion of action sports fashion during the early 2000s before its sale to Bluestar Alliance in 2019.
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