Hurley is taking steps toward offering more high-end, fashion-forward apparel for men and women according to Erin Barajas of California Apparel News. In January, the Costa Mesa, Calif.–based surf/skate brand debuted select fashion-forward pieces for both sexes at the Surf Expo trade show in Orlando, Fla.
Earlier this year, the company debuted pieces such as leather vests and silk dresses for women and super-clean denim and slim wovens for men that Hurley has landed in boutiques such as Lisa Kline and American Rag.
Hurley is working toward building an audience that is beyond the industry. Across the board, across all categories, Hurley is reaching for that 18-year-old customer—versus the 15-year-old customer.
Hurley isn’t the first brand to court boutique business. Edgy skate/surf brands such as RVCA, Altamont and Insight have successfully straddled the line between core brand and fashion brand.