Last fall Hurley reached into the world of music for its first ambassador.
The brand, whose roots are in the water culture of Southern California, signed drummer and producer Travis Barker to be the face of a new surf capsule. Now the collection is making its debut.
The limited-edition capsule, which was designed in partnership with the musician, includes T-shirts and sweatshirts in a camo print, skull motifs, old English graphics and a checker print, along with classic chino pants, shorts and overalls. The punk-inspired surf and swim line features Hurley’s board short technology and there are also accessories including sunglasses, footwear and headwear.
Barker’s association with Hurley goes back decades. When his band, Blink-182, was touring in the early 2000s, he wore Hurley Ts and lived the California coastal lifestyle that defined the time.
“This collaboration is special for us as it showcases the synergy between the spirit and excitement of Hurley in its early days with who we are now as an internationally established brand with the power to do something really loud and exciting,” said Joey Gabbay, chief executive officer of Bluestar Alliance, Hurley’s parent company. “Hurley has always believed that music and art are the common threads that bring us all together and having a legendary artist like Travis create custom designs and fits based on his own personal style sealed the deal for us. We strive for authenticity in everything we do, and this collaboration is a perfect symbol of that dedication.”
Barker also appears in the campaign, which was shot in his recording studio and on the streets in California. The ads feature a variety of musical instruments, mixed with his personal collectibles including cars, bikes and motorcycles.
“This collection represents everything I love about the lifestyle I’ve carved out for myself,” Barker said. “It’s tattooed and poetic, chaotic and precise — a beautiful contradiction that just works. It’s made for people like me, the punk kids, the surf community and the people who can’t help but create. I love the freedom I was given with this process and believe that really comes through in the product and designs.”
The collection retails for $50 to $125 and is available on the Hurley website as well as at select retailers globally.