Two of the most innovative names in surfing — Hobie and Hurley — announced that they are joining forces on a new line of men's apparel. The partnership and resulting product will help support the near 60-year-old brand's unequaled assortment of ocean-based sporting equipment.
“Since my dad shaped his first balsa surfboard in 1950,” says Jeff Alter, son of industry pioneer Hobie Alter, “we've been all about making fun and functional toys for the water. Hurley shares a similar mindset, and I'm excited to see what we can create together.”
Hurley founder and chairman Bob Hurley agrees. “We're not typically in the licensing business,” says Hurley, who also began his 30-year career in the shaping bay. “But we've always had such an admiration for the Hobie brand. Hobie practically started this industry and shares our vision of making it even more magic in the future. We're honored just to be associated with him.”
Considering his long list of achievements, Hobie Alter can best be described as surfing's Thomas Edison. “Perhaps more than anyone else,” wrote surf journalist Drew Kampion, “Hobie Alter has been responsible for the growth and development of surfing.” From the first commercially viable foam surfboards to the Hobie Cat, Alter was there on the ground floor. Combine this legacy with Bob Hurley, one of the most creative and forward-thinking minds of the modern surf age, and there's no telling what might come out of it.
One thing we do know: the focus will be on gear that speaks to the water-sports enthusiast. In short, Hobie by Hurley will be pinnacle product for those who enjoy fun and functional toys in the water.
A preview of this collaboration will be available Fall 2011.
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