Ivan Florence sensationally quits Vans to join brothers Nathan and John John at Florence Marine X

"The brotherhood is united," says Nathan Florence.

The migration of surfers from heritage surfing companies and into surfer-owned start-ups continues at hot pace with news, today, that Ivan Florence has quit Vans to join Nathan at John John’s eponymous brand Florence Marine X. 

Launched in 2020, the $12 million startup 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, including the now-famous male chador, inspired by his connection with the ocean. 

Surf fans are aware of the collapse of the surf industry, Billabong, Quiksilver, RVCA, Hurley, all bought at firesale prices by fuck-and-dump behemoths.

Chas Smith has described Florence as the saviour of the surf industry. 

“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.”

And, when surfer of the year Nathan Florence dumped Vans for Florence two months back, Nathan delivered a long, but stirring, soliloquy on his wildly popular vlog about his decision to leave the troubled shoe brand and shift into an equity deal with Florence.

He also spoke about whether or not Ivan Florence, whom he calls Mr Cool, would be joining.

“What’s Ivan going to do?” says Nathan Florence. “Mr Cool has always done what Mr Cool wants. It looks like he’s stay with Vans, surf, skate, snow, Ivan’s a true bad-to-the-bone surf snow skate athlete. He makes his own decisions. We’d never pressure him, hey, Mr Cool, what do you want to do? We’re a family, we’re here for him.”

Nathan Florence added, “Who knows what happens down the line…obviously we’d love to have him.”

Ivan Florence, who turned twenty-eight in May, has emerged from the shadow of his overachieving oldest brother and Prince Harry-lookalike middle bro in the past couple of Hawaiian seasons, proving magnetic in the water as well as the skate park. 

The trio’s story from beachside poverty to a position where they can buy vast beachfront compounds is a good one.

A while back, a long while back, I spent an afternoon with Alex to find out how the pack went from here to there.

We pick up the story just before the turn of the century.

Three little boys. Ain’t a lot of cash in the house they rented at Rocky Point. Dad soon disappeared into the penal system.
Alex remembers driving in her ancient Valiant, the ex-husband gone, John, five, Nathan, three, Ivan, a baby at one-and-a-half, looking over at her little boys and saying: “What do you guys want to do? We don’t have to do anything or be anywhere? We can stay out til 10:30! We can go to thrift stores!”

Alex took her kids everywhere and despite what y’might call a massive hand break, felt this sudden freedom. A total freedom. She took them everywhere. And that summer after the Dad split Alex packed up the house and with her three little ducklings that followed her everywhere, flew to Bingin in Bali where she knew a local family who’d let ’em stay in their warung, cheap.

Sure, she didn’t have much money, but here they were living on 10 dollars a day, and they stretched out their resources ($1200) for a sublime four months. Little Ivan, who was just over two then, had broken his leg on the trampoline before they’d split but

Alex was cool, she just carried her kid everywhere.

Back on the Shore, Herbie Fletcher, a pioneer of jetskis in the surf, was towing John John into bombs when he was seven. Here they were, back at Rocky Point, just one house back from the sand, funded by taking in up to 10 boarders at a time, squeezing ’em into three bedrooms. Alex’d let floorspace for $250 a month. Whatever it took.

They built a half-pipe in the yard. Magazines British Vogue, US Vogue and Elle couldn’t help themselves when they heard about this gorgeous solo surf mom and her shaggy haired boys. Alex felt like she had a guardian angel. No money, but she was on the beach, was feeding her three boys and, well, you tell me that this ain’t the life.

Meanwhile, Alex was studying for her degree in English literature at the University of Honolulu. And, this is where it gets real good. Alex says that if you saw the size of her student loans, which she’s only just paid off, you’d think she was the “gnarliest surgeon ever.”

But, her gig was using her loans to support the family, to raise the kids. She didn’t want to leave her kids with just anybody. So she went to school at nights and took in boarders. Yeah, sometimes dinner was corn flakes, but the kids were playing outside in the sun and were getting pushed (or towed) into waves by a role call of surfing icons including Nathan Fletcher, Danny Fuller, Kala and Kamalei Alexander, Herbie Fletcher and Pete Johnson.

Jamie O’Brien, too, but he was always a little crazy and’d sometimes throw dog shit at the kids. But, he also got John into contests and pushed into waves during his first-ever heat, aged four.

And, it wasn’t all surf. Nathan, a smart kid, would gobble up whatever lit books Alex threw at him, from Bukowski to Tom Wolfe. He’d mow through a thousand-page volume in one day.

Still, these were, are, ballsy little kids. Alex has lost count of how many times she’s thrown a bleeding kid in the car and hot-dogged it to emergency. John’s broken “almost everything”, his neck, his back, legs, wrists, arms, ankles. Ivan earned 55 stitches in his face (rogue fin) after he paddled into a 25-footer that would later be nominated for the Billabong XXL wave of the year.

Eventually, they were squeezed out of the house by a sale, an owner moving back, whatever it was, Alex can’t remember.
So Alex and John John, now 10 but mature beyond his years, ’cause he’s seen some shit out there on the Shore and he knows what it’s like to live on nothing, were walking down the street that runs parallel to the beach and talking about the situation, saying stuff like, “Oh man, what are we going to do now?”

And, as they’re walking, there’s this little beach house, just on the corner of where they live now, and Alex, being Alex, sees this car in the driveway, looks at John, who nods, and they walk right up to the owner, their brown faces break into gazillion watt smiles, and they say, “How about it?”

And, suddenly, they’re at Pipe.

And, here, you might say, we are.

 

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