With surfing at another high fashion moment (see the artful film our own Greg Mitnick recently shot for Proenza Schouler on the topic), Hurley’s invitation to check out the U.S. Open of Surfing (of which the brand is the main sponsor) earlier this month seemed like a good idea. Other than swarms of teens crowding Huntington Beach, BMX events, skaters and performances by Weezer and Hot Hot Heat—not to mention the actual surfing itself—checking out the Hurley “campus” was a revealing look at the brand that most Southern California surfer kids have grown up wearing since Hurley introduced clothing in 1999.
Other than the California feel—Hurley’s corporate HQ is actually a handful of single-story buildings in Costa Mesa, CA—the most notable and persistent theme of the offices are the geometric shapes and bright hues of Dalek’s (aka James Marshall’s) artwork throughout, so we decided to take a closer look at the collaboration.
While the formal collaboration started more recently, Marshall’s connection to the company dates back to when Hurley evolved from shaping surfboards into a lifestyle brand for the “modern surfer [who] also loved fashion, skate, snow, music and art.” The first project official project bringing the two together came in the form of a large-scale painting for the retail concept 225 Forest that Hurley opened in Laguna, CA in July of last year.
While those familiar with Marshall’s trademark cosmic mouse will notice the little creature’s absence in the work he’s done for the label, the new direction for the artist sees him keeping with a recognizable use of colorful kaleidoscopic shapes. For Hurley, who call print and color “a pillar of the brand’s foundation,” these playful combinations work well for applications that include a floor-to-ceiling treatment of their cafeteria (including the fridge, pictured above), as well as patterns on their Phantom board shorts.
To see these images and more representing the partnership, including my pics of Hurley’s workspace, Dalek fixies, a gallery show, check out the gallery below.