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.

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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