Born from the shared vision of the Florence & Hurley families, FLORENCE specializes in utilitarian equipment for modern sport conditions. Combining their shared passions for the ocean & premium gear, the result is a new perspective & dimension of outdoor. Inspired by 3X World Champion & Olympian John Florence’s connection to water, earth & sky and informed by our global network of test pilots, all FLORENCE gear is researched & developed in one of the most dynamic environments on earth – Oahu’s North Shore.