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“We want to explore, have fun, learn, and challenge ourselves. We’re building things that motivate us to get outside and thrive in the elements, while doing our best to protect the ocean and the land.

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ASB MAGAZINE  In the second major announcement from Hurley family entity Kandui Holdings in as many weeks, two-time world champion  John Florence announces a new innovation led apparel company, Florence Marine X.  Launching in the (US) spring 2021, Florence Marine X opens with a full range of men’s apparel, wetsuits, board shorts and more. The new apparel brand also combines the twin forces of Bob Hurley and JJF, a partnership that catapulted brand Hurley to a market leading position.

The X strands for Exploration…

“I am excited to announce Florence Marine X, an apparel brand I am proud to launch alongside Bob Hurley, who has been an inspiration to me over the years, along with longtime friends and industry leaders. We are excited to explore what’s possible and build products that celebrate the ocean, sustainability, exploration and overall just doing the right thing.  I’m looking forward to the road ahead and invite you to follow along in this new adventure,” says Florence.

“We are incredibly energized to embark on this journey with John, his curiosity, vision, and obsession for exploration are unsurpassed. We’ve been on the same team before and we really had a whole lotta fun,” says Bob Hurley.

Florence Marine X will launch (US) spring 2021 with a full range of men’s apparel, wetsuits, board shorts and more. Meanwhile plans for an Austrlian debut are on hold. According to Kandui Holding’s Jeff Hurley

“We are super excited about this new venture and Australia will, obviously, be an important region for Florence Marine X. As far as plans go in terms of business model, that is still work to be done,” Jeff told ASBMAG

Follow the adventure and stay informed on all announcements at

Florence Marine X is a partnership between John John Florence and Kandui Holdings LLC. Kandui recently made its first acquisition of Simple Shoes LLC which we write about here.