The surf and lifestyle brand Hurley announced its first global brand ambassador and collaboration with drummer and producer Travis Barker, marking a new chapter in the brand’s connectivity with subculture and connection the youth movement.
Hurley and Barker’s relationship dates back to the late ’90s, when Barker’s multi-platinum pop-punk band, blink-182, first entered the music scene. Band members often wore Hurley tees. With Barker’s explosive drumming style at the core of the band’s sound, they became a cultural phenomenon.
Hurley and Barker, disrupters of the status quo, naturally fit as collaborators on their first capsule collection inspired by Barker’s style and connection with music, art and surf culture that also defines Hurley.
“I’m stoked to partner with Hurley again,” said Barker, widely regarded as one of the most influential and recognizable drummers worldwide. “We’ve come full circle. Hurley was there when blink-182 was just starting to dominate, and now, decades later, we get to collaborate in a way that reflects both of our evolutions.”
In a media release, Hurley reported that for 2025 and beyond, it will introduce limited edition capsules and collaborations with a range of talent and brand partners to create a platform for “groundbreakers and game changers across communities.”
Joey Gabbay, CEO at Bluster Alliance, Hurley’s parent company, shares Barker’s sentiment, adding, “to partner with someone like Travis Barker who has done so much for music and culture is massive—but to have the synergy behind it as well, with Travis, truly embodies who we are as a brand and makes it even more special.”
For Spring 2025, the Hurley x Travis Barker collaboration will feature exclusive apparel and accessories featuring archival art and custom graphics that reflect Barker’s rebellious style. The collection will be available at select retailers and online at Hurley.com.
