Hurley Board Shorts

Let’s say you are all of 20 years and a solid surfboarding enthusiast that cares a damn for the sun, the heat and the huge waves. If you answered this question in the affirmative, then I am going to give you a run for your money by surprising you that your first love is Hurley for boardshorts, bathing suits of all kinds etc; okay, all that you need for a surfwear set.

Not a big surprise this, this has been the spell the brand has cast on the teenage and the 20 something surfing zealots over the past few years. Sure, but what is the buzz? Okay, if you asked this question, it tells me that you have yet to see the products. Well, if this is so, log on to Hurley.com straight on; feast your eyes upon swimsuits, surf shorts board shorts, tees and pants and all that you get to see there. They are so different and far removed from the lot that competition is easily left gasping for breath when it comes to making a sales pitch with the youth. The lined or unlined shorts, 100% in polyester or in blend, plain or multi colored patched look, criss cross contrast stitch for fly or the long, dangling waist cord, you get all of them just here.

It doesn’t really matter whether you are buying for your own self or the kid’s gear, the huge collection is categorized according to men’s and women’s selections. I was just wondering, when I was there the just concluded season, whether I will be able to swim past all those young things brandishing their prized possessions, even if I bought this. But this is not to mention, not in the least, that the Hurley brand is targeted at youth and it fails others. Fine, I gave a deeper thought to this point as it also had posed a challenge to my ego. The brand represents youth and vigor as a strategy and positioning done on purpose. The idea is to invigorate the youthful zeal, vigor in all who wants to surf and swim regardless of sex and age discrimination.

Girls could slip into men’s gear as eloquently and simply as anyone would have done making a mockery of gender specificity of pieces. The color, the dashingly broad patterns and the bold contrasting stitches and hems were actually taking off the gender division.

In surfing, however skilled, clever and smart you are, you are still pretty small enough, in the ocean. If this makes all of us feel oneness Hurley is only trying to emulate this: blurring the age divide.