John John launches his own brand
In terms of sponsorship, John John Florence has broken two records in the surfing world: In 2013 he commanded surfing's highest pay cheque when he signed with Hurley for USD $30 million, and last year he walked out on the biggest pay cheque when he left Hurley with $12 million left on the table.
The former showed John's marketability, the latter his desire for independence.
Overnight he combined the two when he publicly launched his own brand, Florence Marine X.
“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,” John John said by way of press release.
It was Bob Hurley who drove the bidding for Florence in 2013, saying at the time: “John John has that special talent that only comes around every few decades or so. Needless to say, I’m humbled, honored, and so looking forward to supporting John John as he revolutionises surfing over and over again.”
At the time John signed with Hurley it was owned by Nike, yet they provided the Hurley family autonomy to run the company. That arrangement changed when Nike sold Hurley to Blue Star Alliance, who promptly gutted it causing Bob Hurley, and his sons Jeff and Ryan, to walk away from the company he started.
When John John also walked away from Hurley, a co-venture was suspected, and Florence Marine X is the result.
Undoubtedly, the name is long-winded, yet it could've been even longer as the 'X' stands for 'exploration'. The press release states that Florence Marine X will create, “products for outdoor exploration and thriving in the elements, while doing its best to protect the ocean and the land.”
Their website or social channels show no further signs of abbreviation - Flomax?
It's worth noting that John John now joins Kelly Slater and Dane Reynolds as surfers who walked away from lucrative contracts to start their own company.
Florence Marine X, which plans to launch in the spring of 2021, will reportedly include men’s apparel, wetsuits, boardshorts, and other pieces.
Comments
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Love it! Always admired the skateboarding scene for having such a strong DIY culture and those guys launching their own labels. Cool to see JJ, Dane & Slats following that line. Sign me up for a JJ hooded rashie for sure!
But you have to remember as Stab says he is one of the most significant cultural surfers (?) in the last 20 years. Geez that is a load of complete hyperbolic rubbish. The guy is an amazing surfer......and that is it.
we all know stab will say or do anything for a quick fix
He would be one of the most significant cultural surfers since 2000. Was a child prodigy, a great pipe surfer, world champion and Hawaiian representative.
Freak surfer and I love to watch him but let's face it he has done nothing else and probably doesn't want to. In what way has he had any real impact on design, philosophy, art, etc..? Culture = the arts and other manifestations of human intellectual achievement regarded collectively. Kelly sure and to a lesser extent Dane but JJ, nup. As Monty Python said....he's not the messiah he's.......
Not quite. You understand there's footy culture, and car culture, and beer culture...and surf culture too.
The word is often used with high-brow connotations but, in this sense, all it's expressing are the collective values of a particular group of people.
he's had a huge influence as the counter-vailing force to the all out Brazilian jock culture.
Do you think that it was all the pervasive in Oz anyway? Again I reckon Dane and Bobby Martinez put the finger in the air to that. Again great surfer with a terrific attitude however Mick was always a great sport despite his incredible competitive nature. To say he was one of the three pillars of surf culture in the last 20 years. That is an overstatement in the extreme. Leaves a lot of people out.
Fuck me, that statement about Brazilian "jock culture" is a crock of shit. If anything the "surfer mums and dads" of Australia and SoCal easily take the cake on that one. Almost all of the Brazilian crew came from almost abject poverty and/or incidents of violence we are lucky enough to rarely face. Ricardo Dos Santos being shot and killed out the front of his joint by an off duty cop a prime example. Italo held up at gunpoint by some fella who was itching to pull it. Surfing was their families ticket out of it. High performance surfing jock culture is synonymous with the southern Goldie imho.
With all thats happening in the world, Ive noticed it all still seems kosher in the surfing realm to knock this group of people based on misguided bullshit or how there presence needs to be repelled by the surfer with "traditional surfer" values. Getting kinda long in the tooth if you ask me.
Fair call.
ditto
Exactly and has JJ been that dominant in the 'Culture'. If someone can list how he has done this more than welcome to hear. He seems a really nice but extremely shy guy who doesn't want the limelight. Being brilliant and considerate are terrific personal attributes, however he hasn't changed the course of surfing to become one of the STAB triumvirate of messiahs. I find these big statements just mindless fodder for the masses to swallow without any thought. Lazy journalism. You could argue one the Brazillians have had far greater impact in the last 20 years.
You've laid out a very compelling argument there Memla.
Done the biggest moves, shown how to surf solid waves the best, done some environmental stuff, shown you don't need to be a loud mouth to be the best. Drawn some attention back to the Hawaiian islands. Sailed round the pacific islands. Lived the life. It is very subjective it depends on what parts of surf culture you appreciate. If it's quality surfing with freedom and respect arguably he has added more than anyone since 2000.
Agree with all you have said but a lot of others were living that life which for a lot of us is the classic ideal which has been around forever. It was already there, there is nothing new in it just reinforcing existing ideals. I feel Gabby is the antithesis of JJ and for better or worse has had probably more impact on the culture. Also when you compare JJ to the other two Stab named, I just don't see the cultural impact. Kelly's board experiments, hot tub, expensive clothing with the corporate big wigs, etc...massive. Dane's extremely amateur artwork, marine layer, his forays in board experiments, his interesting take on life, etc...I think have been real contributors to 'culture'.
Fiji 2012,
John john quietly paddles out with out life vest and snags wave of the session.
Multiple World champ
Aerial pioneer
Eddie Champ.
Sailed the Sydney to Hobart.
Pipe Dominator.
Quite and humble.
Licensed pilot.
Sounds like a lot surfing accolades
Without the annoying social media personality.
Shows Respect in the water.
Aspiring Apiarist.
Yep classic all round Hawaiian water man and seemingly great bloke which is what Lanky and jof noted. All admirable achievements which reinforce the classic surfing ideal. I think you are arguing because he has reinforced something which has always been a part of surfing, he has been one of the three most culturally significant surfers in the last 20 years. Resetting the compass or reminding us of what it is all about. Hmmm...I still don't think this constitutes cultural significance, sure he is one of the best surfers if not the in the last 10-20 years - the air with the power, but for me he has made zero contribution to surfing culture ie. art, music, its future, board design....etc..Nothing wrong with that, just think Stab are tossing themselves with this claim, plus all he is selling is a bunch of stuff you can get cheaper at K Mart, maybe even in orange. Me thinks someone has been in his ear and said, hey now you have left Hurley let's sell some T shirts.
You could make an argument that the Ghost has been the single most important board design in the last 5-10 years based on his performances .
For sure his performances are mind blowing but close to zero of them are being ridden down here no idea up your way. We are inundated with JS, channel Islands and local boards so no impact here. Have you ridden one? Has Stu?
No, but I'd semi-agree with FR that, of all the designs, the Ghost is the most influential of the last decade.
For mine, it ties with the longer twin.
One a performance shape, the other recreational.
FR did an excellent review of it
(Interesting that 10? years ago it was the HK making all the news, another widepoint forward board that made things easy - edit to that, ghost is less easy to access? Or easy? I've heard both)
Stab did a story on the pros not taking the ghost up, and JJF is moving the wp back to centre, with squash tail for new boards, there's a (more in-depth) story in there somewhere.
Thanks guys I will do some research, it just didn't do much around here then again neither did the long twinnie but we are an isolated bunch as you well know!
Onya Memla, your points were good too, +1 on the longer twinnies, have never seen them so keen to hear about them, must live under a rock or lockdown or restrictions or something - are we talking the torryn martin (I think) midlength twins?
Yep, same boards clogging East Coast pointbreaks, surf shop board racks, and my Instagram feed.
Do you rate ‘em Stu?
You winding me up?
No I don't rate them, and despite never having ridden one I'm very firm on that judgement.
A fad for the kids is what it is.
I wish I could say the same, but after seeing some of Torryn's surfing on them this winter he sure makes 'em sing.
seen a few other guys go alright on them too, including the shaper Simon Jones and his son.
Test em out at North Point...
I was thinking a twin a bit like a modern MR twinnie, only about 6'9 with either a) easy rider foam to keep up with all the floaty craft or b) a performance gun version. Imagine a twinnie gun in 6-8ft if anyone is mad enough
My midlength 2+1 just made a 1.5ft surf fun, but as a twinnie it is pretty schizo. (As a twin + knubster tiny rear fin, it's a bit more compelling, more drag on the paddle in but can hold outrageous rail turns)
I saw Joel Fitz with something that fits that description this winter.
he went alright on it.
No Stu, not winding you up. Legit question.
And VJ, I don’t doubt you but can you really notice a tiny knubster fin slowing you down when paddling into waves? Tbh I guess I do doubt you! ;-)
Yeah, sure do, I'll try to explain. What I'm comparing in that post above is the 2+1 (GL sides, dolphin 7" rear) to both the twinny (MR TFX) and twin+knubster. When paddling in, and paddling straight, what I'm noticing is the really big side fins - very different to the lower drag in a straight line on the 2+1, or single for that matter. My wording above was a little vague, it can be taken as comparing twin to twin+knubster - but no, it's comparing both to the 2+1.
When paddling in, we all tend to angle a little, and in that initial moment, before displacement converts into planing, the twinny gets a little better as the angle increases and begins to jet it - but 2+1 still way easier. You can even paddle the twinny with accentuated left-right arm movement and 'pump' the board paddling in on a traverse - zig-zagging it a little. Once up and planing, the twin + knubster really likes holding a turn for speed and is very fun and skatey. The difference surfing it compared to straight twin, is night & day and that knubster really helps me surf it better.
Comparing the twinny with the twin+knubster when paddling in, once we are up near planing speed, yes, the knubster makes its presence felt as a 'hold' stopping me from going sideways if I'm angling a bit much and getting pitched. I guess that's a drag? But it's the difference between making it and spinning sideways on my wide tailed midlength.
That's my job!
It's not a bad board...Very high performance. I prefer the bastard (magic board)bit easier for a me.
But hands down the phantom is the biggest piece of crap I have surfed in the last 2 years(didn't hold rail)....besides the lost quiver killer that was bad.(took half and hour to grab rail and turn)
That is why I don't get brand boards. Custom is the way to go. You work on something you like and improve it, little by little -plus if you have the cash, have a range of boards for different conditions - all custom.
Yep, tailor it over a succession of boards.
He's the best surfer there has ever been. The first guy that is actually better than Slater. Only problem is throwing 10 foot airs on repeat fucks your legs.
At least they won't have any problems registering the domain.
Long name and no discernible logo? Good luck.
Reckon the logo will be the "X"
Wonder how hurley would react to that? Pissed that it's similar to their logo, or bank on people being confused into thinking he's still riding for them?
Logo looks like the nautical flag icon, from what I can see across social and website. I dig it
I recon MR x aka Glen Winton is rubbing his hands together..
there's already a shaper with that mark - X - got be 20 years old - cant think of his name?
Xanadu
At first glance at the thumbnail I thought this was something about Florence + the Machine...
flomax is a medication to help guys with an enlarged prostate pee better
Checked out the link. Welcome and give me your email address. My 10 year old could have created something more creative.
As always, I love the banter, because it is so fucking obvious that we know more about whats going on than JJF and we probably had life so sorted before turning 30.
The only obvious thing is that JJF continues to show his maturity in and out of the water and the amount of respect he has shown to include Bob Hurley in his venture displays the level of integrity he has too.
If the products are affordable, I will be signing up.
Is the name an appropriation of Malcolm X?
Gobsmacked that a brand that sells clothes would pay a surfer $30m to wear their gear etc etc. Or that he had already received $18m before he left... I think we get used to hearing those numbers but when you think about it they are absolutely wild.
Are his supply chain and manufacturing practices ethical.
That is the benchmark of integrity.
Good on him. As for contributing to culture, i reckon he's contributed hugely in keeping it real, and just going surfing/sailing. Is there a better cultural contribution than that? Like Simon Anderson said, 'No image, that's my image'.
Be interesting to see if they follow Slats down the sustainability path...and on the price point. Haven't looked at Outerknown for a while, and goddamn those are some (still) expensive jeans! https://www.outerknown.com/pages/s-e-a-jeans-new
Mind you, those particular jeans have a lifetime warranty, which sounds very generous according to the FAQ page: https://www.outerknown.com/pages/frequently-asked-questions
I realise they want autonomy and are likely hoping for big $$$, but I would've thought it wiser for all of these athletes going out on their own to join forces (at least the ones with similar values/philosophical leanings). I mean the name 'Outerknown' has so much branding potential as it lends itself very well to Florence and Hurley's "products for outdoor exploration and thriving in the elements, while doing its best to protect the ocean and the land." Be a powerhouse if they included athletes from different fields like snowboarding, skiing, climbing, fishing, etc. Think, Alex Honnold...umm... Fishy McFisherbloke.... TBH I have no idea I don't follow much sport other than Aussie Rules and the occasional international test series (when it's in this time zone....'sif I'm getting up at 1am to watch cricket being played in Ol' Blighty).
Clicked on your link Mowgli. $200.00 + for "high end" well made jeans didn't shock me but $250.00 for a pair of boardies! The price of sustainability?
Another label/brand -..zzzzzzzzzzzz.
If you've already made at least $18m from sponsorship and contest winnings etc then why on earth would you enter into the corporate world of trying to set up a clothing/apparel/accessories brand - what exactly is he trying to get out of it...? Sounds to me like he's lost the plot.
In the last 5 years, is any surfer making serious coin from their own clothing line?
Beer, however, is a different story.
Shy guy has his name in the brand? Stuck in the spotlight now.
Should have spent $10 mill on a good share portfolio and had some easy money sponsorships. That would be freedom.
I'd say this is Hurley Mk2 and he was smart and savvy enough to put JJF front and central to push the brand.
Could be a way around any restraint of trade clauses in his Hurley exit too...
please enlighten the readers?
Curiously named, I like it; I also like 'Subaru Legacy Touring Bruce' which was sadly only for the Japanese domestic market.
Bahahahaa!
JJF as a surfer and influence, phenomenal. The best I've seen with my own eyes, his perfomances at the Bells Semis were incredible, makes me wonder what seeing the Margs event would have been like. There's a depth with the sailing and ocean travel - some of the catamaran and skiff stuff was mental. Wayne Lynch shunned the limelight, too. Putting the widepoint forward and tucking the tail with the Ghost resonated with me - but apparently hasn't taken off with the rest of the tour, despite its domination for a while there.
Well said. Even getting to comment on this matter however is a marketing tool and as much as I agree with you that he is a dsl (dead set legend) to be a truly dsl he’d need to set himself apart from the marketing machinery. Kelly has managed to do that. Because he’s a dsl. That’s the benchmark. It’s not about marketing or selling. That’s the opposite of what’s important.
Interesting! Flash back to Kelly at 26 - dominant, had branched into other media and probably brushed with fame from other subcultures... Kelly's mind must be sharp as; the focus on competition & having an edge (for example how he directs his board design) and the freak talent to be able to pull out a win no matter where... then there's the wave pool (still reckon it's incredible). Humble when family members have come across him... When was the point that Kelly and Quik/Merrick began to part ways? There's a lot of time in front of JJF too. So many paths to take as well, he could take a path like Sassy from the Big Lez show and still be a DSL (there's a marketing tool) lol
Interesting chat on the web addresses.
Gary has a few websites with a .X in them and wouldn't be too disappointed if JJF paid Gary in return for infringing on his domain.
Florence is a beautiful word. That would have done. Probably a bit feminine though.
Florence and the Marine? Actually, that sounds like a Gary film.
Joking aside, I like his style. A quiet, humble type who wanders the beach taking arty photos, but can totally dominate a macho sport like surfing when he decides to. There's not a lot of pretense there; he doesn't seem to be sailing or making films in order to strike a pose. Whatever his aims in this venture, they're probably sincere. Let's hope he hasn't signed anything he shouldn't have.
Sounds like a great way to blow a small fortune to me. Wishing JJF the best of luck!
Going by all the latest craze in shortening names;
FMX
or
FLRNCE
MRNE X
or
FXM
I watched that sailing series. It was pretty good. You could definitely tell that he was the focus because of his profile but he would prefer not to be. In fact, seems like some of the other crew on board were more apt to be in front of camera. Possibly just because it's closer to being a novelty for them than him.
Also....when did we all go back to calling him John John? Wasn't there a bit there where it was said 'he wants us to just call him John'? I stopped paying attention to tour and pro surfing in general a couple of years ago. The former in no small part from the newer crop of Brazilians claiming....every....single...wave and the WSL's general approach to things.
I am going to wait for the stylish quality swellness threads to come out.
Might seem like a great idea to run your own surf label, but even the GOAT's gotta get his sales hustle on from time to time.
Honestly im not really into the whole personal Branding experiment
Looking to old brands may be the future
Its just weird to base a brand off ones last name as its shadows any future perFORMERS.
Outerknown opportunities have been lost by newer brands by limiting there ability to use other younger more relatable surfers from promoting the new brands.
All around the Globe there are great surfers who could be promoting these new Brands .
Imagine this
Henry's Coke
Walters pepsi
Barry's Smoothie Company
Wilma martins Ruffles potato chips
Thermal bens surf check
Charlies Pizza hut
Sharons Sizzler
..........
No Logo; Naomi Klein
A true breath of fresh air and a reflection of what surfing was and in some ways still is...supposed to be about.
Good on you JJF
Take her to sea Cpt.
Aloha
Courtney