About Us
About Us
"We want to explore, have fun, learn, and challenge ourselves. 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
2X World Champion Surfer
- John John Florence
2X World Champion Surfer
The ocean and the coastlines that surround it are ever-changing. It requires constant learning, and we’ve gathered a team of people who bond over a shared curiosity and fascination with pushing their limits in a marine environment.
We’re designing gear
that helps us do what we love.
We’re designing gear
that helps us do what we love.
that helps us do what we love.
At Florence, we’re building things to improve people’s experience in the elements. Venturing outside and enjoying your environment for long periods of time requires gear that does its job when you call on it.
Anything we bring to market has been tested, battered, bruised and stretched until reports from the field – whether from John John just out from a session at a massive outer reef or from a designer who just descended from an alpine run – tell us that we’ve got it right.
We are not interested in fast fashion or flooding the market with pointless, cheaply-made products. We’re taking a different route. One built on adherence to quality, performance and a responsibility to look after the places we explore.
We can’t thank you enough for being on this journey with us – we’re excited for what’s on the horizon.
About John John
About John John
2X World Champion Surfer
John Alexander Florence was born on the Hawaiian island of Oahu on October 18, 1992.
Raised a stone’s throw from the storied Pipeline, John gained a preternatural relationship with the sea – a way of navigating waves of consequence and reading the ocean that only comes once in a generation. Over his 28 years, that relationship has led him to redefine the sport of surfing, along the way winning nearly every major title in the surfing world, from the Pipe Masters to the Eddie Aikau Big Wave Invitational, including back-to-back World Surf League Championships in 2016 and 2017.
When he’s not chasing world titles, you’ll find John on his boat sailing between islands, beekeeping, tending his local organic farm, and figuring out new ways to push the limits of what’s possible in and around the water with his brothers Nathan and Ivan across the North Shore.
