"We're building things that motivate us to get outside and thrive in the elements."

- John John Florence
Co-Founder, 2X World Champion Surfer & Olympian


Soft and responsibly made.

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Tested and trusted.

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Shirts and Jackets

For trails and travel.

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Florence Marine X Society

Get early access to gear, content and more.

Active Shirts

UV protection for hours spent under intense sun.

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Hats & Beanies

Keep the weather top of mind.

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About Us

Who we are. What we do.


We're doing our part to look after the places we explore.

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Factories & Sourcing

Responsible manufacturing is fundamental to our business philosophy.

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Research & Development

See the products we have in the works.