HAWAII

Many have written about Hawaii’s importance – specifically the North Shore of Oahu – in the pantheon of surfing’s history. We won’t attempt to build on that here. Instead, we’ll use this page to highlight how this special part of the world informs our gear, raised our founder and continues to inspire the brand.

More than just a tagline, these three simple words communicate everything you need to know about the FLORENCE brand.

Seven miles of coastline along Oahu. One of the most dynamic environments on earth. The R&D facility and proving grounds for our gear.

Ultimately, it's the place that shaped our founder, John Florence, and will continue to shape our company's values into the future.

John’s home – Hawaii’s North Shore of Oahu – is our R&D facility. It’s one of the most dynamic environments on earth, providing the most rigorous testing conditions imaginable for our gear. Anything we bring to market has been battered, bruised and stretched to its limit until John and our crew of Test Pilots give the nod that it’s ready for the masses. This can make R&D a slow, thorough process. But it ensures that when a piece of our gear lands in your hands, and you see that red burgee flag on the sleeve, it’s understood that this equipment has not only been tested – but proven.

“I’M NOT AGAINST ANYTHING. BUT I AM PRO HAWAII.” - JOHN FLORENCE

For decades, the North Shore Lifeguards endure the heaviest conditions on earth to rescue, protect and serve their community.

Out here, even the most respected & experienced watermen can still get in trouble. Nowhere else on earth can go from 2 to 20 feet over the course of a few hours.

FLORENCE is proud to be the official outfitter of the North Shore Lifeguard Association, providing them with durable boardshorts & UV-protective utility tops to get the job done.