Quiksilver, BIllabong, RVCA, Hurley, all garbage! Garbage owned by billionaires!
In today’s episode of Chas Smith Hates Surfing, the vaunted author pockets his imperious rudeness and delivers three minutes of unsparing and unhesitating praise for John John Florence and his brand Florence aka Florence Marine X.
Surf fans are aware of the collapse of the surf industry, Billabong, Quiksilver, RVCA, Hurley, all swallowed by hedge funds.
Pointing to a classic camo Aloha hat by Hurley Chas Smith says, “This used to represent the surf industry. A beautiful place filled with happy creative people making important products for you, the surfer.
“What is it now? Garbage! It is…garbage! Garbage, purchased by billionaires in New York City and other god forsaken places. What do they do? They license it out! Hurley, once proud and iconic, is now selling at Costco for $19.99. Quiksilver, Billabong, all the same garbage.
But, might there be a saviour?
It is John John, Pat O’Connell and Bob Hurley, whose name is now tarnished and smeared…Florence Marine X is a core surf brand, making quality surf products for you, the surfer. Florence Marine X has what it takes to recreate the surf industry.
John John Florence is the saviour of the surf industry. And maybe one less reasons to hate surfing.”
(Launched in 2020, Florence Marine X, but now called Florence, was born out of John John’s departure from Hurley and his vision to create quality surf gear, ready-to-wear-suits, children’s toys, little pink dresses, inspired by his connection with the ocean. With a noted focus on sustainability and innovation, Florence Marine X leaves even environmentalists feeling intoxicated with happiness. )
