By putting its focus on product innovations and eye-catching designs, Hurley continues to attract a loyal following among surfing communities all over the globe. As the brand tries to create a stronger brand presence in the Southeast Asian region, particularly, the Philippines.
“Hurley is very different from other surf brands as they are focused on innovations. It is their key differentiating point from other surf brands out there. Years ago, we were looking at the boardshorts market and boardshorts in those days were more like walking shorts, they were stiff. So based on talking to our athletes, one of Hurley product developers came up with a material that actually stretched 120 percent, which was unheard of back in those days. Hurley’s partnership with Nike allowed us to innovate and they sort of led the way and now other brands are copying us,” shares Richard Thomas, Hurley general manager for the Southeast Asian region.
After being bought by Nike in 2002, the grand plan was to make Hurley a global brand. Before that, Hurley was mainly just available in the US. “Nike became a perfect fit for Hurley for so many reasons. When Nike bought Hurley, it allowed the brand to expand in so many regions. The first region was Australia and then we expanded to Japan, then in Europe. From there we expanded to Indonesia and various other regions.”
Having already made a name for itself with its board shorts innovation, Thomas says that they’re also immensely proud of their “phantom fabric”, another unique innovation from Hurley and Nike. “We use it for shirts, hats, jackets, etc. Another thing that we’ve done in collaboration with Nike is to incorporate Nike’s dri-fit technology. You see that in a lot of their products, so we’ll be incorporating that in Hurley. Another thing that we’re developing, and that will come soon in the Philippines is the Hurley sandal, which incorporates the Nike Free technology. It has a very unique sole, one of the most comfortable pairs of sandals that I’ve ever owned. It’s been doing very well in the US, Australia and Indonesia,” says Thomas.
For the Philippines, Thomas shares that the local Hurley stores as well as concept stores which feature the brand mainly carry Hurley’s summer collection, which is comprised of an attractive selection of accessories, tops and bottoms. He encourages everyone – whether pro-surfers, beach goers, or anyone who appreciates cool designs to check out Hurley’s latest, which are now available locally.
Make sure to check out the Hurley pop-up store at Level 1, main wing, Shangri-La Plaza mall. Hurley is also available in GRND Nuvali, all R.O.X. stores nationwide, selected Bratpack, Toby’s and Planet Sports stores, Center of Gravity and Rustan’s Makati. For more info on promos and events, please check Hurley’s facebook page https://www.facebook.com/hurleyph.
Folow Hurley Philippines on Instagram, @HurleyPh
The Essence of Hurley is based on our love of the ocean and its constant state of change. With deep roots in beach culture, we are all about inclusion and positivity. Our brand was started with the idea of facilitating the dreams of the youth. Music and art are the common threads that bring us all together. We are passionate about freedom of expression and the individual voice. We place a premium on smiles. Welcome to our world, imagine the possibilities.