Hybrid Apparel on Tuesday announced it has entered into a multi-year licensing agreement with the Hurley brand to design, manufacture and sell women’s apparel for surf-brand giant, Hurley.
“We believe Hybrid Apparel has an opportunity to elevate and expand Hurley’s women’s business based on white space we currently see in the marketplace,” said Hybrid Apparel CEO Bill Hutchison. “Hybrid Apparel is a market leader in women’s apparel that will now include Hurley in its diverse mix of leading entertainment and pop-culture licenses, with industry-best talent in design, merchandising, sourcing, marketing and sales. This will allow us to bring innovation to the Hurley brand through speed to market with defining and cutting-edge products.”
“Understanding the founding principles (inclusion, innovation, positivity) of the brand, Hybrid Apparel will continue to be a positive brand steward and a microphone for youth by staying connected to Hurley’s roots in surf, music and art,” said Ralph Gindi, COO of Bluestar Alliance, the private equity firm that bought Hurley from Nike.
Hybrid announced it has hired 13-year Hurley veteran Natasha Thomsen as Vice President, Women’s Sales, Global Brands.
“Natasha has a deep understanding of Hurley brand’s roots, culture and consumer dynamics essential to the brand vision,” said Hybrid Apparel Chief Merchandising Officer Kristye Anderson. “Her focus will be to maintain and develop relationships with key retailers and work closely with design and merchandising teams.”
Photo courtesy Hurley