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.

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…

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…

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…

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