About This brand
Florence was founded in partnership with 3X World Champion surfer and 2X Olympian John Florence, built around a singular mission: modern utilitarian equipment engineered for performance across all conditions.
John Florence is one of the most influential athletes of his generation — an innovator as comfortable designing gear as he is charging massive surf. When he founded Florence, the goal was straightforward: create equipment that could meet the demands of his life across every field of play, built through precision assembly and an uncompromising focus on performance.
Florence's R&D facility is John's home turf — Hawaii's North Shore of Oahu, one of the most demanding aquatic environments on earth. Every piece of gear is tested relentlessly by John and a crew of Test Pilots until it earns their approval. The process is deliberate and thorough by design, ensuring that when a Florence product reaches you — marked by that signature red burgee flag — it hasn't just been tested. It's been proven.
