Once defined by tradition and predictability, the game has evolved into a dynamic intersection of sport, culture, and fashion – an evolution long embraced by brands like Hurley, whose roots in sport and youth culture have always challenged convention.
Today’s golf community spans professional athletes, creatives, celebrities, and style-driven consumers who come to the game to express their individuality and find connection.
This cultural shift welcomes a new wave of brands to the golf space, marking a natural moment for Hurley and Levelwear to join forces.
Launching Jan. 21 the Hurley x Levelwear collaboration unites two brands connected by performance, self-expression, and community. The collection blends Hurley’s iconic surf and skate DNA with Levelwear’s modern, athletic approach to authentic golf apparel, designed for those who bring their whole identity to the game.
This limited-edition collection features contemporary golf silhouettes made from sustainable materials and versatile casual pieces designed to transition seamlessly from the course into everyday life. A nod to Hurley’s surf roots, authentic Hawaiian-inspired prints are featured throughout the collection, celebrating heritage and creativity through a modern golf lens.
“Hurley is a brand I’ve admired for a long time,” said Gareth Knocker, VP of Product at Levelwear. “What excited us most was the opportunity to explore the intersection of two sports that share so much DNA, yet where there has been a clear void for compelling crossover product. This collab allowed us to bring together Hurley’s cultural influence and Levelwear’s modern, athletic design philosophy in a way that feels both natural and relevant.”
“We continue to see more people from the surf and skate communities embracing golf, often in non-traditional ways,” said Brett Simpson, Sports Marketing Director at Hurley. “Like Hurley, Levelwear is deeply in tune with athletes and their preferences, making this collaboration a natural fit.
“Both brands brought our expertise in our respective sports and communities to the partnership to create a collection that feels fresh and authentic to today’s new wave of golfers.”
The Hurley x Levelwear collaboration will be worn by several Levelwear PGA Tour ambassadors, including Corey Conners, Aaron Rai, Ryan Fox, and Taylor Pendrith, beginning at the Farmers Insurance Open, showcasing the collection’s versatility and performance-driven style.
The collection will be available at selective, premium green grass retailers and online at Levelwear.com.