Originally owned by a “core” surfer, Bob Hurley, but was later sold to Nike. They still got a pass with some surfers because they made decent wetsuits and sponsored top surfers. Nike sold off the brand very recently and started cutting staff and sponsorships. The rumor is they’ll now start schilling their stuff in low budget retailers. Surfers have quickly jumped ship now that any semblance of being a “real” surf brand is gone.

Now? I've been seeing Hurley, Billabong, etc. clothes in downmarket retailers like Ross and TJ Maxx for at least a decade.