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Welcome to Ulupono
Ulupono Surf Company™ is a California-based surf brand inspired by its grassroots following. Ulupono was formerly known as Tribal Surf, a community of California surfers founded in 2008. At Ulupono, we cater to the surfer and not to the masses. Translated from Hawai’ian, ulu pono means, “to thrive on a noble path.”
Our Creations
Our design philosophy is inspired by the grassroots surfing from which Ulupono was formed. We aim to stay true to the core.
The Surf Shop
Check out our shop for threads designed by surfers for surfers.
Wahine Kai Tee
$32.00Select optionsNothing compares to the style and grace of the wahine kai (woman of the Sea). They dance on water with smooth cross-step movements. They are statuesque in their poses noseriding the pocket. If there was ever evidence in our evolutionary ancestry originating from the Sea, it is in the fluid movement of the wahine kai.
The women’s tee fits like a well-loved favorite, featuring a slim feminine fit, crew neck, short sleeves and superior Airlume combed and ring-spun cotton. Please check the size chart as sizes tend to run small.
Primal Urges Tee
$32.00Select 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.
Stay Stoked Tee
$32.00Select optionsThe tee that says it all and the answer to why we surf … stoke.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and designed with superior Airlume combed and ring-spun cotton.
Siamese Sirens Tank
$32.00Select optionsImpossible to ignore, the style that women surfers bring to the lineup is undeniable. Whether you are being graced with the smooth glides of her longboard or the aggressive finesse with which she carves deep lines on her shortboard, it is a siren call to behold.
The women’s tank top brings the right amount of femininity to the silhouette made with 52% Airlume combed and ring-spun cotton and 48% polyester. Please check the size chart as sizes tend to run small.
Less Is More Tee
$32.00Select optionsThere is the soul surfer. These free spirited, free surfing individuals are embarked on a transcending journey. They have surfed all manner of waves on all manner of surf riding vehicles. They haven’t just become one with the Sea, they share in its ebbs and flows forever seeking a higher level of existence. To these sages of surf, less is more.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.
Respect Tee
$32.00Select optionsThe tee that embodies the cardinal, unspoken rule of surfing.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and designed with superior Airlume combed and ring-spun cotton.
The OG Hat
$25.00Add to cartThis is our flagship hat proudly flying our colors embroidered with our iconic “skull and crossboards.”
The OG Tee
$32.00Select optionsOur flagship tee proudly flies our colors and iconic badge which represent the core of Ulupono and what it stands for.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and designed with superior Airlume combed and ring-spun cotton.
From The Zine
Our niche publication features exclusive interviews of ordinary dudes doing extraordinary things.
Trip Like I Do
Imagine selling it all, dropping everything tomorrow and hopping on a plane with a one-way ticket to some far off place with epic surf. A place where you don’t know…
Last Bastion of Surf
Surfers spend inordinate amounts of time idolizing the up and coming rider or mesmerized by the most progressive shaper. Yet they rarely give a second thought to the person they…
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,…
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