Carissa Moore’s Moore Aloha x Hurley Collab is “Function and Fashion”
Moore Aloha, the charity Moore founded to help empower women and girls through surf, and Hurley recently released a swim and apparel collection, ranging in price from $30 to $100 at retail. This marks the third collaboration between the two brands.
Moore told Shop-Eat-Surf that the collection was designed with “function and fashion” in mind.
“This Moore Aloha x Hurley collection is my favorite one yet,” Moore said. “Created from start to finish with love and attention to all the details, this collection celebrates Hawaii, femininity, and combined woman power.”
Local Hawaiian artist Aloha de Mele helped design the collection’s prints, with the campaign photographed at Moore’s home.
“It was super special getting to shoot this campaign in my backyard and show another side of my life,” Moore said.
The collection includes 38 pieces of swimwear, in addition to six apparel SKUs.
It’s being distributed broadly, including at core retailers such as Huntington Surf & Sport, Ron Jon’s Surf Shop, Hawaiian Island Creations, Aqua East, Hi Tech Sports, and Hanalei Surf Co. It will also be in majors such as Dillard’s and Macy’s.
The Hurley-sponsored surfer is coming off her third victory at the recently ended Western Australia Margaret River Pro, which also marked her 27th Championship Tour win as she moves closer to the next phase of competition, in hopes of ultimately nabbing a World Title.
The win is a boon for Hurley as it balances its plans to expand the business beyond the core, while also not leaving surf behind. Hurley maintains a roster of sponsored athletes that now numbers more than 70.
“One of the big initiatives we have going forward is, yes, Hurley wants to win when it comes to surf, but the organic growth strategy is also shifting to more of the everyday consumer to show that our apparel is very much lifestyle product,” Christine Peddy, Hurley vice president of marketing, told SES last week while she was in town for the company’s global sales go-to-market meetings ahead of the brand turning 25 next year.
Kari Hamanaka can be reached at firstname.lastname@example.org.