“Curiosity and obsession for exploration!”
Florence Marine X, a twelve-million dollar start-up, is to John John Florence what Former is to Dane Reynolds, a labour of love for men repulsed by the hoops the major surf labels had made ‘em jump through.
Reynolds turned down millions to display a sticker from Quiksilver; John John wasn’t so into Hurley’s pivot into inflatable pool toys and beard oils.
Now, and after much ado, Florence Marine X has opened its online store which sells, boardshorts, t-shirts, lycra or “active” shirts, hats and wetsuits.
The boardshorts are standard enough, most made in various shades of dull, the hats are hats, the tees are tees, but the hooded rash vests are a sight to behold, worn, I imagine, by VALS or Tom Curren (to jump on The Grit’s Kook or Curren gag), yours for eighty shekels.
If you want a wetsuit, y’ain’t gettin’ it cheap.
Wetsuit jackets, $250, a two mm impact suit is $650 and a Japanese-made three mm steamer costs $750. Only smalls left in the three mm wetsuit; large and XLs in the padded suit and most of the jackets are done until June.
But, excellent quality, one must imagine, a trademark of the Japanese cult of artisan craftsmanship. The red pennant logo gives a feel of unfettered glamour and will capture popular imagination, at least for those chasing the athletic-wear-meets-the-street look.
It’s a curious website with a fringe brand feel about it and y’gotta buy a twenty-dollar life membership to get anything although memberships are only available to US customers therefore etc.