Surf Cat

But Hurley beard oil, beard wash and hair pomade coming soon…

Christmas doesn’t last forever.

And, Hurley, whose surf team is, at least momentarily, one of the best ever assembled, John John, Kolohe Andino, Filipe Toledo, Julian Wilson, Carissa Moore, will be gradually wound down as Hurley’s new owner, Bluestar Alliance, takes a rationalist approach to the biz, according to multiple sources

Already, all trace of the Hurley family, who were backed by sock, underwear and T-Shirt brand Stance to buy the biz from Nike but were outbid by Bluestar, has been wiped.

As reported two months ago, the way Bluestar works is it identifies brands it wants to buy and once they get the keys, “our team of experts embark on a complete and thorough understanding of the brand’s potential channels of distribution and price point strategies. We create tools such as brand development profiles, trend guides, style guides and marketing strategies. These marketing materials portray graphic illustrations and a strategic marketing road map to enhance consumer brand recognition.”

The buzz we’re getting from inside Hurley HQ is that focus has shifted from R and D, maintaining a dazzling surf team, high-end accounts and so on to a model focussed on nothing but the bottom line.

Which means that anything that can fit a H on its tube, shoe, can or box will be licensed.

And, for the surfers, when your contract expires you’re out.

Which ain’t surprising.

The sponsored surfer is the magic elf of the industry, his, her, ability to influence enough sales to justify a million-dollar contract one of the great intangibles.

So, who we got?

Filipe Toledo re-signed with H last year so he’s got a sticker until 2024.

Kolohe has two years left.

We’re told Hurley’s new owners used the injury clause in John John’s four-million-dollar-a-year contract to force his hand at Pipeline.

Teenage phenoms Eli Hanneman and Barron Mamiya, are gone or about to go.

Surfing greats Julian Wilson, Carissa and John John, will all be looking for new stickers and sugar daddies and mammies when their contracts run out.

To where will they roam?

Billabong has a full roster, which includes the world champ and the rookie of the year, Volcom was recently sold to a maker of velour tracksuits and Rip Curl to a camping retailer.