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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.
Surf Shop Sticker
$0.00Add to cartSurf shops used to give out stickers for free.
You didn’t have to send in a stamped envelope. You didn’t have to like, or share, or click. They were just stoked that you were stoked on their sticker. Get your truly free surf shop sticker here.
Respect Tee
$32.00Select optionsThe tee that embodies the cardinal, unspoken rule of surfing.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and designed with superior Airlume combed and ring-spun cotton.
The OG Hat
$25.00Add to cartThis is our flagship hat proudly flying our colors embroidered with our iconic “skull and crossboards.”
Stay Stoked Tee
$32.00Select 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.
From The Zine
Our niche publication features exclusive interviews of ordinary dudes doing extraordinary things.
The Endless August
If there were royalty in surfing’s microcosm, the August family would certainly qualify. Known as “Blackie” throughout the Southern California local scene, Orall W. August was introduced to surfing by…
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…
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…
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