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.

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…

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…

Aaron’s Pursuit

In many ways, Fallbrook local Aaron Lieber’s first and highly acclaimed surf movie, “The Pursuit” mimics his sudden rise to the surfing industry spotlight. The first surf movie to be…

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