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…

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…

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,…

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