25% OFF SITEWIDE

This year's sale supports the Ben Carlson Foundation, which provides life-saving equipment and training to lifeguard agencies around the world.
USE CODE: BENCARLSON2026

EQUIPMENT MODERN

SHOP NEW ARRIVALS

UTILITARIAN EQUIPMENT FOR MODERN SPORT CONDITIONS

Inspired by founder, 2X Olympian and 3X World Champion Surfer, John Florence.

BOARDSHORTS

UTILITY TOPS & RASHGUARDS

WETSUITS

UTILITY SHORTS

OUTERWEAR

John John Florence shanking hands with locals at Pipeline John John Florence high-fiving security guard on the beach at Pipeline

THE FLORENCE MEMBERSHIP

One-time cost. Lifetime benefits.
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John John Florence Broken Board John John Florence Broken Board

NORTH SHORE TESTED.

Researched & Developed in one of the most dynamic environments on earth – Oahu’s North Shore.
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John John Florence at Waimea John John Florence at Waimea

BECOME A TEST PILOT

Members are eligible for our elite wear-tester program, led by John Florence.
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TEST PILOT: JOHN FLORENCE

LOCATION: NORTH SHORE, OAHU

DISCIPLINE: SURFING, SAILING

TEST PILOT: NATHAN FLORENCE

LOCATION: NORTH SHORE, OAHU

DISCIPLINE: SURFING

TEST PILOT: IVAN FLORENCE

LOCATION: NORTH SHORE, OAHU

DISCIPLINE: SURFING, SKATING, SNOWBOARDING

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"We’re building things that motivate us to get outside and thrive in the elements, while doing our best to protect the ocean and the land."

John John Florence
Generation-Defining Surfer. Innovator. 2X Olympian. 3X World Champion. Founder.

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John John Surfing
Florence Post Embellishment for US Coast Guard

CLUB & TEAM GEAR

Product Solutions for First Responders, Sports Clubs, Pro Staff & More.

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PROUD PARTNERS