Florence

Founded in partnership with 3 x World Champion surfer and 2 x Olympian, John Florence, we provide modern utilitarian equipment... for all sport conditions.  John is best known for being one of the most influential & iconic athletes of this generation. A true modern day pioneer, he is an innovator in and out of the water. With interests that go far beyond the horizon, John’s goal in founding Florence was to make equipment that served his needs across all fields of play – true utilitarian sport solutions, manufactured through precision assembly and laser-focused on performance innovation. John’s home – Hawaii’s North Shore of Oahu – is our R&D facility. It’s one of the most dynamic environments on earth, providing the most rigorous testing conditions imaginable for our gear. Anything Florence bring to market has been battered, bruised and stretched to its limit until John and our crew of Test Pilots give the nod that it’s ready for the masses. This can make R&D a slow, thorough process. But it ensures that when a piece of our gear lands in your hands, and you see that red burgee flag on the sleeve, it’s understood that this equipment has not only been tested – but proven.  Read more