How John John Florence makes waves with his community-led outdoors brand Florence Marine X
Superstar surfer John John Florence raised many a sun-bleached eyebrow in January 2020 when he walked away from an eight-year, $30 million contract...
Superstar surfer John John Florence raised many a sun-bleached eyebrow in January 2020 when he walked away from an eight-year, $30 million contract with ubiquitous surf giant Hurley with two years left on the deal. Rather than sign with a rival, Florence launched his own brand, Florence Marine X.Unlike fellow legend Kelly Slater's Outerknown, which is owned by the luxury fashion conglomerate Kering, Florence Marine X, which launched in May 2021, is part of an independent company (called Kandui Holdings) and is focused on producing highly technical gear that stands up to the gnarliest of conditions—made responsibly and designed to specifications Florence wasn't finding elsewhere.