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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.
Primal Urges Tee
$32.00$19.20Select optionsDedicated to the progressive surfers who live for nothing but surf. To these stalwarts of the Sea, life is literally based on surf and the sustenance of surf. Sleep, eat, surf … these are the primal urges.
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.
The OG Hat (Black)
$25.00$15.00Add to cartThis is our flagship hat in black proudly flying our colors embroidered with our iconic “skull and crossboards.”
Classic Badge Tee
$32.00$19.20Select 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.
Less Is More Tee
$32.00$19.20Select optionsThere is the soul surfer. These free spirited, free surfing individuals are embarked on a transcending journey. They have surfed all manner of waves on all manner of surf riding vehicles. They haven’t just become one with the Sea, they share in its ebbs and flows forever seeking a higher level of existence. To these sages of surf, less is more.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.
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.
Noble Path Tee
$32.00$19.20Select optionsPursuing a noble path is never easy. It is a winding path fraught with headwinds. What drives Ulupono forward and determined to live up to its namesake is our very simple and pure love of surf. This is our life, and now this is our noble path.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton. Please note that the graphic color is slightly lighter than depicted in photographs.
Support Local Tee
$32.00$19.20Select optionsSome call it community, others call it family, Hawai’ians call it ‘ohana. No matter what you call it, it is only as sacred as its support structure. Have a chat with your local shaper before deciding on that imported popout. Pop by your local surf shop and get to know the good folks behind the counter. They’ll know more about your local break than you can imagine. This is your local. Support local.
Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.
Stay Stoked Tee
$32.00$19.20Select 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.
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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