Performance art.
Some time in those free-wheeling 2019s, pre-Covid, the brand Hurley was sold by Nike to Bluestar Alliance for an undisclosed sum. With a team consisting of John John Florence, Kolohe Andino, Julian Wilson etc., innovative design year over year and a corest of the core executive team, Hurley represented the very best of what the surf industry was, of what it could be.
The axe fell quick, executive team jettisoned, designers too, team cut and then relative quiet… until a line of men’s skincare product was teased four-months ago.
It almost seemed like a joke, like a very canny bit of performance art.
Today, the video selling that line of men’s skincare product has been released and it is more than I could ever hope for. Words cannot describe.
