This page is for anyone who wears Hurley for its Phantom trunks, graphic tees and beach-to-street fleece and wants comparable options at a similar price. Hurley itself is now a licensed brand under Bluestar Alliance rather than the Bob Hurley/Nike operation, so the closest matches today are other surf-rooted labels in the same low-to-mid tier — Quiksilver, Billabong, O'Neill, Rip Curl and Volcom. If you want the same look with more craft or character, Katin, Roark and Salty Crew are the step up.
Hawaii surf brand and retail chain founded in 1971, selling logo apparel, Eric Arakawa-shaped surfboards and hardgoods across Oahu, Maui and Hawaii Island.
Why it's similar. Highly similar in style, silhouette, fit, and materials.
Australian-founded surf label, owned by Authentic Brands Group since 2023, known for boardshorts, wetsuits and snow outerwear.
Why it's similar. Both brands focus on surf and skate culture, offering colorful and functional apparel ideal for water sports.
Australian surf brand from 1973, known for triple-stitched boardshorts, wetsuits and beach-print casualwear; now owned and licensed by Authentic Brands Group.
Why it's similar. Like Hurley, Billabong captures the essence of surf culture with a vibrant and casual aesthetic.
California surf label founded in 1952 that pioneered the neoprene wetsuit, now making wetsuits, boardshorts, swimwear and snow outerwear.
Why it's similar. Both brands share a commitment to surf culture, featuring relaxed fits and technical fabrics.
Australian surf brand from Torquay, Victoria, known for performance wetsuits, boardshorts and beach apparel, owned by KMD Brands.
Why it's similar. Rip Curl aligns with Hurley’s surf culture theme, offering a colorful, casual range of apparel.
Independently run surf-rooted apparel and media brand founded by Craig Anderson, Dane Reynolds, Austyn Gillette and Dylan Rieder.
Why it's similar. Close match in style, fit, and price segment.
Costa Mesa boardsports apparel brand known for the Stone logo, boardshorts and snow outerwear, now owned by Authentic Brands Group.
Why it's similar. Volcom shares Hurley’s surf/skate focus and colorful, bold designs that appeal to a youth culture.
California-born teen and young-adult retailer selling graphic tees, baggy denim, fleece and swim through roughly 300 US stores and pacsun.com.
Why it's similar. Very similar in style, segment, and cultural position with a slightly different material focus.
Costa Mesa surf-skate-art label now owned by Authentic Brands Group, known for boardshorts, graphic tees and its "Balance of Opposites" logo.
Why it's similar. Both brands draw from surf culture and emphasize creativity in their apparel designs.
Southern California apparel brand making fishing shirts, boardshorts, tees and headwear rooted in sport-fishing and surf culture.
Why it's similar. San Clemente brand covering the same boardshorts, tees, hoodies and trucker caps at a similar low-to-mid price, but with hand-drawn marlin and tackle graphics instead of logo surfwear.
American surf-and-skate label from Malibu known for neon Shark Bite graphics, boardshorts and low-priced tees sold through mass retail worldwide.
Why it's similar. The budget version of Hurley's beach look — boardshorts, graphic tees and hoodies built on neon Shark Bite and 1980s cartoon graphics, distributed through mass retail.
Reef is a California surf brand best known for cushioned flip-flops, sandals and beach-ready casual footwear.
Why it's similar. The footwear side of the same California surf wardrobe, with cushioned flip-flops, slides and beach apparel at a comparable price.
San Francisco skate magazine and apparel line, running since 1981 and known for its Flame logo tees, hoodies and Skater of the Year award.
Why it's similar. Covers the skate half of Hurley's audience with heavyweight Flame logo tees, hoodies and caps in the same low-to-mid bracket.
American skate and snowboard footwear brand founded in 1994, now owned by Authentic Brands Group and operated through licensees.
Why it's similar. Huntington Beach boardsports label offering skate and snow footwear and apparel at Hurley's price, now under Authentic Brands Group after the 2023 Boardriders deal.
California surf label founded in 1954, known for hard-wearing canvas surf trunks and heritage-styled coastal casualwear.
Why it's similar. A 1954 Southern California surf label making the same trunks-and-tees wardrobe, with hard-wearing canvas construction and washed earth tones, mostly under $150.
Abercrombie-owned teen label selling logo tees, denim and swim in a beachy, Y2K-leaning style, now the growth engine of its parent company.
Why it's similar. Abercrombie-owned teen label selling the same beachy logo tees, denim and swim at a low-to-mid price, aimed at the same young shopper.
HUF is a skate and streetwear brand founded in San Francisco in 2002 by pro skateboarder Keith Hufnagel, now owned by Japan's TSI Holdings.
Why it's similar. San Francisco skate-streetwear brand with graphic tees, hoodies, caps and work pants in Hurley's price range, leaning harder on bold logo graphics.
Australian skate footwear and apparel brand under ASX-listed Globe International, known for vulcanised skate shoes, boardshorts and complete skateboards.
Why it's similar. Australian boardsports brand selling boardshorts, tees, chinos and skate footwear at a similar price, with the same surf-and-skate team culture.
Family-run Hilo label making aloha shirts and dresses from original prints rooted in native Hawaiian plants, hula practice and place-based stories.
Why it's similar. The Hawaii alternative if you want real island design over surf-logo prints — original aloha shirts and dresses rooted in native plants and hula, at a higher med-high price.
Los Angeles skate brand founded by Paul Rodriguez, known for foil-graphic decks, graphic apparel and anime licensing collabs like Dragon Ball Z.
Why it's similar. Paul Rodriguez's Los Angeles skate label with graphic tees, fleece, hats and youth lines at Hurley's price, driven by anime and pop-culture licensing.
American surf-rooted streetwear pioneer known for its scrawled signature logo, graphic tees, hoodies and tightly controlled chapter-store distribution.
Why it's similar. Founded by a surfboard shaper and still surf-rooted, but priced a tier above Hurley and sold through tightly controlled chapter stores rather than mass retail.
American skate brand founded in 1992, making decks and nature-themed casual apparel; now licensed under Authentic Brands Group after its 2023 Boardriders deal.
Why it's similar. Skate-founded brand with hoodies, tees, flannels and chinos in the same low-to-mid tier, now licensed under Authentic Brands Group after the 2023 Boardriders acquisition.
California headwear-turned-apparel brand founded in 2004, known for classic hats, flannels and workwear rooted in SoCal surf, skate and music culture.
Why it's similar. Oceanside, California label rooted in the same SoCal surf, skate and music culture, with headwear, flannels, tees and work jackets at a comparable price.
Shepard Fairey's streetwear label, applying his Obey Giant propaganda graphics and political commentary to military- and workwear-rooted basics.
Why it's similar. Irvine-based streetwear line in Hurley's price bracket, swapping surf graphics for Shepard Fairey's propaganda-style art on tees, hoodies and work jackets.
Los Angeles streetwear label founded in 2003, known for graphic tees, its Adam Bomb mascot and California skate, punk and surf references.
Why it's similar. LA streetwear built on graphic tees, hoodies and headwear with California skate, punk and surf references, priced a step above Hurley.
American streetwear label founded in 1999, blending hip-hop, skate and art in graphic tees, fleece and denim; owned by Mad Engine since 2017.
Why it's similar. Santa Ana label mixing skate and hip-hop in graphic tees, fleece, hats and denim at Hurley's price point; owned by Mad Engine since 2017.
Independent California travel-and-surf apparel brand founded by Ryan Hitzel, building each collection around real expeditions and illustrated storytelling.
Why it's similar. Independent Costa Mesa brand making boardshorts, camp-collar shirts and jackets around real surf expeditions — a mid-priced, story-led step up from Hurley.
Californian sport-performance eyewear and apparel brand, part of EssilorLuxottica, known for Prizm lenses and Frogskins, Holbrook and Sutro frames.
Why it's similar. The eyewear counterpart to Hurley's beach wardrobe, with Frogskins and Holbrook frames plus Factory Team apparel at a mid price.
Disco ranks brand alternatives using style overlap, category overlap, price tier, fit, colour palette, and cultural context. Scores are directional, not absolute. Read the full methodology →
| # | Brand | Similarity | Best for | Price |
|---|---|---|---|---|
| 1 | Hawaiian Island Creations | 95% | Surf / Skate | Similar |
| 2 | Quiksilver | 94% | Surf / Skate | Similar |
| 3 | Billabong | 92% | Surf / Skate | Similar |
| 4 | O'Neill | 90% | Surf / Skate | Similar |
| 5 | Rip Curl | 88% | Surf / Skate | Similar |
| 6 | Former | 88% | Surf / Skate | Similar |
| 7 | Volcom | 85% | Surf / Skate | Similar |
| 8 | PacSun | 85% | Surf / Skate | Similar |
| 9 | RVCA | 82% | Streetwear | Similar |
| 10 | Salty Crew Clothing | — | Similar | |
| 11 | Maui and Sons | — | Cheaper | |
| 12 | Reef | — | Similar | |
| 13 | Thrasher | — | Similar | |
| 14 | DC Shoes | — | Similar | |
| 15 | Katin | — | Cheaper | |
| 16 | Hollister | — | Cheaper | |
| 17 | Huf | — | Similar | |
| 18 | Globe | — | Similar | |
| 19 | Sig Zane Designs | — | More premium | |
| 20 | Primitive | — | More premium | |
| 21 | Stüssy | — | Similar | |
| 22 | Element | — | Similar | |
| 23 | Brixton | — | Similar | |
| 24 | Obey | — | Similar | |
| 25 | The Hundreds | — | Similar | |
| 26 | LRG Clothing | — | Similar | |
| 27 | Roark Revival | — | More premium | |
| 28 | Oakley | — | Similar |
Bluestar Alliance, a New York brand-management firm, bought Hurley from Nike in December 2019. The brand operates through licensees — Mamiye Brothers handles women's sportswear and activewear from spring 2025, and InMocean handles swim.
Hawaiian Island Creations scores highest on our list at 95, but Quiksilver (94) and Billabong (92) are the closest true like-for-like: same boardshorts, tees and fleece, same low-to-mid price tier, same surf-shop roots.
Yes. All three are owned by Authentic Brands Group, which closed its purchase of parent Boardriders on 1 September 2023. US licensee Liberated Brands filed Chapter 11 in February 2025 and closed the North American stores, so shop via e-commerce, wholesale and the new licensees — men's Quiksilver moved to O5 Apparel and women's to Velocity Global Brands.
Maui and Sons is the lowest-priced of the group, with boardshorts and graphic tees sold through mass retail. PacSun and Hollister also sit in the low-to-mid tier for beachy tees, denim and swim.
Rip Curl and O'Neill. O'Neill pioneered the neoprene wetsuit, the surf leash and the rash guard; Rip Curl's Flashbomb and E-Bomb wetsuits and Search GPS watch are built for actual sessions rather than beach wear.