Hurley, owned by Bluestar Alliance, named Mamiye Brothers the new licensee for its women’s sportswear and activewear lines.

Launching January 1, for Spring 2025, the partnership is a “step forward in further establishing Hurley’s women’s category with both innovation and style,” according to a Hurley release.

Mamiye Brothers is reportedly “well-established within women’s fashion,” with brands including Scotch & Soda and Kensie Jeans in its portfolio.

Hurley said Carissa Moore, five-time World Champion and Olympic Gold medalist surfer, will have an integral role working with the Mamiye team to support the Hurley brand, designing and acting as a consultant to “bring added authenticity to the women’s side of the business.”

“I am super excited about the opportunity to work closely with the new women’s sportswear and activewear licensee Mamiye on creating some pieces beyond swim, Moore commented. “Outside of the water, I’m constantly on the go and need gear that will keep up. From training, to running errands, catching up with friends, walking the dogs or date night with my hubby, I’m looking forward to collaborating with the team to make something fun and functional for every occasion.”

EVP of Mamiye Brothers, Nathan Mamiye, shared, “We are honored to embark on this exciting journey with Hurley Womenswear, a brand network whose energy, people, and culture are truly inspiring. The addition of Hurley to Mamiye’s portfolio of brands not only complements our current business but also opens new avenues for growth and innovation in womenswear.”

Ralph Gindi, COO of Bluestar Alliance, added, “We know Mamiye Brothers well, having had the pleasure of working with them on other brands in our portfolio, and have always appreciated their ability to expertly adopt and evolve a brand’s aesthetic. We are confident, given their keen eye for fashion and function, that Mamiye Brothers is the right partner to elevate the women’s category and contribute to the continued success of the Hurley brand.”

Image courtesy Hurley/Carissa Moore