- No products in the cart.
By Surfers For Surfers
We are a California grass-roots surf brand offering authentic surf goods designed by surfers for surfers. We take pride in our products produced in small batches allowing us to better focus our efforts on quality and authenticity. Translated from Hawai’ian, ulu pono means, “to thrive on a noble path.”
Kook Tee
$1,000.00$28.50Select optionsWe were all kooks once. The key is to not remain a kook. Don’t drop in. Ever. Don’t bail your board. Respect the pecking order. Take a wave, and give a wave. And for kook’s sake, never pay a grand for a damn t-shirt.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.
Primal Urges Tee
$28.50Select optionsDedicated to the progressive surfers who live for nothing but surf. To these stalwarts of the sea, life is literally based on surf and the sustenance of surf. Sleep, eat, surf … these are the primal urges.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with 52% Airlume combed and ring-spun cotton and 48% polyester.
Support Local Tee
$28.50Select optionsSome call it community, others call it family, Hawai’ians call it ‘ohana. No matter what you call it, it is only as sacred as its support structure. Have a chat with your local shaper before deciding on that imported popout. Pop by your local surf shop and get to know the good folks behind the counter. They’ll know more about your local break than you can imagine. This is your local. Support local.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.
Ulu Pono Tee
$28.50Select optionsTo pay homage to surfing is to pay respect to its Hawai’ian origins. The words “ulu pono” themselves invoke the native phrase meaning, “to thrive on a noble path.” Our tribute to our namesake exhibits traditional Polynesian art symbolizing the warrior spirit in the spearheads flanked by adversity depicted by shark teeth all encompassed by the ocean waves we cherish.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.
Pray For Parking Tee
$32.00Select optionsThere was a time when parking meant pulling up on the dirt shoulder along the Pacific Coast Highway. Nowadays you’re lucky to find a spot in the now paved and metered parking lots. Never mind the surf. Pray for parking.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.
Noble Mug
$12.00Add to cartOur flagship mug displays our namesake and creed, “thrive on a noble path” on one side and our iconic “skull & crossboards” on the other. These ceramic 14-ounce mugs are slightly tapered for that euro-phyle aesthetic with comfortable handles perfect for that dawn patrol java. Dishwasher and microwave safe.
DP Tumbler
$20.00Add to cartFor those that need to take their java with them on dawn patrol, our DP Tumbler is your new best friend. These 14-ounce travel tumblers are made of double wall stainless steel to make sure your fix remains hot (or cold). Indentations along the lower half of the tumbler ensure that even your frozen fingers can get a good grip. Each is laser etched with our iconic “skull & crossboards.” Measures 8-1/2” height x 3-1/8” diameter.
Stay Stoked Tee
$28.50Select optionsThe tee that says it all and the answer to why we surf … stoke. It’s that feeling of living in the moment focusing on absolutely nothing but the wave you are riding. That is stoke. It’s seeing the huge grin on a grom’s face when you let them have that insider. That is stoke. We get it and we give it. But above all, we always stay stoked.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.
True To Core
We cater to the surfer and not to the masses.
No Worries
Modern fit, quality comfort, and made to last.
Good Karma
Eco friendly, fair trade, local business supporter.
Got Tribe?
Help us spread the stoke by joining our brand rep program! Joining our tribe means you are not just part of any brand rep program, you are part of our ‘ohana.
Putting the Stoke in Mentoring
Remember that sense of accomplishment you had catching your first wave? Remember that sense of fear you overcame dropping in on that first overhead day? Stoked Mentoring, a non-profit organization,…
Surfing’s Intifada
Literally translated as “shaking off” from Arabic, a few dozen surfers in the Gaza strip and some unlikely friends from an Israeli non-profit are engaged in their own "intifada" defying…
SYRVing Nicaragua
Surf. Yoga. Charity. If there was ever the trifecta of good karma, Santa Monica local Monique Evans may have hit the mark when she founded SYRV, a non-profit outfit that…
Subscribe to our newsletter to be the first to know about drops, promos, and all manner of stoke.