"I'm excited to share some news and introduce Florence Marine X, a new clothing company that I am working on," wrote Florence on Instagram today. "It will definitely be a challenge with a lot to learn along the way. Growing up in the ocean and always being outdoors, it's a dream to have this opportunity!"
According to a press release put out by the new company, Florence Marine X will be an apparel brand that builds "products for outdoor exploration and thriving in the elements, while doing its best to protect the ocean and the land." They intend on starting off by producing men's apparel, wetsuits, boardshorts and other pieces.
As a grom on the North Shore, Florence started his career riding for O'Neill before signing with Hurley. In early 2020 Florence parted ways with Hurley after the brand was sold by its owners at Nike to Blue Star Alliance. The brand's namesake, the Hurley family, is no long involved with the organization.
But the relationship between the two-time World Champ and the Hurley family is tight and Florence Marine X is a partnership between Florence and Kandui Holdings LLC, a company founded by Bob Hurley. In the last week Kandui has also acquired the footwear brand Simple Shoes.
"We are incredibly energized to embark on this journey with John, his curiosity, vision, and obsession for exploration are unsurpassed. We've been on the same team before and we really had a whole lotta fun," Hurley said in the press release.
Florence X has plans to launch in the Spring of 2021.