- No products in the cart.
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.
Primal Urges Tee
$32.00$19.20Select 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.
Noble Sticker
$3.00$1.80Add to cartOur flagship 3.5″ sticker proudly flying our colors embroidered with our iconic “skull and crossboards.”
Less Is More Tee
$32.00$19.20Select 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.
Stay Stoked Tee
$32.00$19.20Select 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.
Wahine Kai Tee
$32.00$19.20Select 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.
Noble Path Tee
$32.00$19.20Select optionsPursuing a noble path is never easy. It is a winding path fraught with headwinds. What drives Ulupono forward and determined to live up to its namesake is our very simple and pure love of surf. This is our life, and now this is our noble path.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton. Please note that the graphic color is slightly lighter than depicted in photographs.
The OG Hat
$25.00$15.00Add to cartThis is our flagship hat proudly flying our colors embroidered with our iconic “skull and crossboards.”
The OG Hat (Black)
$25.00$15.00Add to cartThis is our flagship hat in black proudly flying our colors embroidered with our iconic “skull and crossboards.”
From The Zine
Our niche publication features exclusive interviews of ordinary dudes doing extraordinary things.
Know Before You Go
Ironically, had Sean Collins knew what he was getting into when he started the venerable surf forecasting operation bearing this motto, we may never have had the benefit of his…
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…
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,…
Get the Lowdown
Subscribe to our newsletter to get the lowdown on happenings and special promotions.