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.”
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Kook Tee
$1,000.00$32.00Select 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.
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Vintage Tee
$28.50Select optionsOur homage to the classic ‘60s surfboard logo design styled by legends including Lance Carson, Hap Jacobs, Bear, Velzy, and the like. The Vintage Tee features the skull & crossboards nested in the classic diamond shape common during this golden era of surfing.
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.
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Compass Tee
$28.50Select optionsLife is about different choices, different paths, different headings. We’ve chosen our path to stay true to core. The Compass Tee is a reminder of these different headings and the noble path we’ve chosen to take.
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.
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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.
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Classic Badge Tee
$37.00Select optionsIn September 2018, competitive surfing’s governing body announced an equal pay program to male and female athletes in the pro circuit. This landmark decision marks the first sporting body to recognize gender pay equality. Our first long-sleeve tee is women’s only to commemorate the strides surfing has made to level the playing field.
The women’s long-sleeve tee fits like a well-loved favorite, featuring a semi-relaxed fit, classic crew neck, and superior Airlume combed and ring-spun jersey cotton.
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Enjoy Stoke Tee
$32.00Select optionsIt’s why we surf. Stoke is a feeling that only a surfer knows. It’s also something that can never be synthesized, commercialized, bottled and sold. Stoke is free, and it is the essence of surfing. Enjoy stoke!
Unisex and fits like a well-loved favorite, featuring a classic crew neck and long sleeves made with 52% Airlume combed and ring-spun cotton and 48% polyester.
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The OG Hat
$20.00Add to cartThis is our flagship hat proudly flying our colors embroidered with our iconic “skull & crossboards.”
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Thrive Tee
$28.50Select optionsAlong with the skull & crossboards, the Thrive Tee showcases the meaning behind our namesake and our raison d’être. To thrive on a noble path.
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.
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.
Sustainable Stoke
As surfers, we are keenly in tune with nature. Spending countless hours in her oceans harnessing her energy in the purest sense. We are the veritable disciples of Gaia. Or…
Surfrider v5.0
When the Surfrider Foundation set out to look for the fifth heir to its environmental throne in 2004, they tossed out the green rule-book and hired a tech entrepreneur. James…
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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