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.

From The Zine

Our niche publication features exclusive interviews of ordinary dudes doing extraordinary things.

Surfing the Lord

Ask most any surfer what they did on any given Sunday morning and most will sarcastically say they were at church. Indeed, many surfers view their sport more as a…

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…

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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