If you're a fan of Hurley, you're not alone! Many brands capture the same surf and skate vibes that Hurley is known for. Brands like Quiksilver, Billabong, and O'Neill offer similarly stylish and functional apparel perfect for both beach days and street wear. Whether you're looking for colorful casual pieces or high-performance surf gear, there's a plethora of options out there that resonate with the Hurley ethos. Explore these brands to find your next favorite outfit that aligns with your active lifestyle.
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. Salty Crew builds its San Clemente range around sport-fishing rather than competitive surf, hand-drawn marlin and tackle graphics replacing the logo-led boardshort Hurley made standard.
American surf-and-skate label from Malibu known for neon Shark Bite graphics, boardshorts and low-priced tees sold through mass retail worldwide.
Reef is a California surf brand best known for cushioned flip-flops, sandals and beach-ready casual footwear.
San Francisco skate magazine and apparel line, running since 1981 and known for its Flame logo tees, hoodies and Skater of the Year award.
American skate and snowboard footwear brand founded in 1994, now owned by Authentic Brands Group and operated through licensees.
California surf label founded in 1954, known for hard-wearing canvas surf trunks and heritage-styled coastal casualwear.
Abercrombie-owned teen label selling logo tees, denim and swim in a beachy, Y2K-leaning style, now the growth engine of its parent company.
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.
Australian skate footwear and apparel brand under ASX-listed Globe International, known for vulcanised skate shoes, boardshorts and complete skateboards.
Family-run Hilo label making aloha shirts and dresses from original prints rooted in native Hawaiian plants, hula practice and place-based stories.
Los Angeles skate brand founded by Paul Rodriguez, known for foil-graphic decks, graphic apparel and anime licensing collabs like Dragon Ball Z.
American surf-rooted streetwear pioneer known for its scrawled signature logo, graphic tees, hoodies and tightly controlled chapter-store distribution.
American skate brand founded in 1992, making decks and nature-themed casual apparel; now licensed under Authentic Brands Group after its 2023 Boardriders deal.
California headwear-turned-apparel brand founded in 2004, known for classic hats, flannels and workwear rooted in SoCal surf, skate and music culture.
Shepard Fairey's streetwear label, applying his Obey Giant propaganda graphics and political commentary to military- and workwear-rooted basics.
Los Angeles streetwear label founded in 2003, known for graphic tees, its Adam Bomb mascot and California skate, punk and surf references.
American streetwear label founded in 1999, blending hip-hop, skate and art in graphic tees, fleece and denim; 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.
Californian sport-performance eyewear and apparel brand, part of EssilorLuxottica, known for Prizm lenses and Frogskins, Holbrook and Sutro frames.
Japanese-Australian surf label founded in Byron Bay in 2014; it shut down in October 2023 and filed for Chapter 7 bankruptcy.
Why it's similar. Like Hurley, Banks Journal built its range on boardshorts, graphic tees and beachwear, but with muted art-driven prints, camp shirts and knitwear at mid-tier prices.
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 | 80% | Sport fishing | 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 | |
| 29 | Banks Journal | — | Similar |
Hawaiian Island Creations ranks as the most similar brand to Hurley, with a 95% match. Like Hurley, it delivers surf-inspired apparel but with an added emphasis on the adventurous Hawaiian lifestyle.
Hawaiian Island Creations, Quiksilver, and Billabong offer mid-range pricing alternatives similar to Hurley’s style, making them excellent options for surf and skate apparel.
While both brands offer quality surf-inspired clothing, Hawaiian Island Creations may appeal more to those interested in Hawaiian culture. However, Hurley excels with its broader fashion influence and innovative design.
Hurley is renowned for its surf and skate-inspired apparel, combining performance with style. Signature pieces include board shorts and graphic tees that reflect a sun-soaked lifestyle.
Budget-friendly brands like Maui and Sons and Reef offer similar surf-inspired styles at lower price points, ideal for those seeking value without sacrificing the surf culture aesthetic.