For a totally tubular experience, check out Hurley’s new 4,000-sq. ft. retail concept store located at the Pacific City shopping center on Pacific Coast Highway. The store opened in November, and surf lovers will be stoked as they take in its breathtaking ocean view and immerse themselves in the Hurley vibe.

According to Hurley Creative Director Ryan Hurley, who is also the son of Hurley’s founder Bob Hurley, his vision for the store is to combine a creative brand experience, service and customization in one place while connecting with the community.

Rather than displaying racks of t-shirts and walls of board shorts, guests are treated to carefully curated merchandise and 360 degrees of airy, open space punctuated by dynamic art. For example, customers can get measured at the custom wetsuit station and choose the colors and graphics for their own wetsuits plus receive them in six weeks. Hurley Pacific City also focuses on some of its best products and services such as a fleet of demo boards featuring Hurley athletes’ signature models, a surfer media center with two iMacs equipped with editing software and a Hurley printing press with unique, custom graphics available for any new Hurley products.

The space is a haven for guests who want to learn more about the Hurley brand as well as a hangout for the Hurley-sponsored Huntington Beach High School Surf Team. There are comfy couches, free Wi-Fi and a large television to watch video replays. Everyone is welcome to relax and enjoy. Furthermore, many of the employees are local who know the industry and like to “talk shop.”   

Twice a month Hurley Pacific City will offer a variety of surf-related programming and hands-on activities. Hurley will also use this location as an event venue to host brand parties such as the fashion shows it produces during its sales meetings. Click on the Hurley website for the upcoming schedule.

Pacific City

21010 Pacific Coast Highway

Surf Lessons