Golf has entered a new era.
Once defined by tradition and predictability, the game has evolved into a dynamic intersection of sport, culture, and fashion – an evolution long embraced by brands like Hurley, whose roots in sport and youth culture have always challenged convention. Today’s golf community spans professional athletes, creatives, celebrities, and style-driven consumers who come to the game to express their individuality and find connection. This cultural shift welcomes a new wave of brands to the golf space, marking a natural moment for Hurley and Levelwear to join forces.
Launching January 21, 2026, in conjunction with the opening of the PGA Merchandise Show in Orlando, the Hurley x Levelwear collaboration unites two brands connected by performance, self-expression, and community. The collection blends Hurley’s iconic surf and skate DNA with Levelwear’s modern, athletic approach to authentic golf apparel, designed for those who bring their whole identity to the game.
This limited-edition collection features contemporary golf silhouettes made from sustainable materials and versatile casual pieces designed to transition seamlessly from the course into everyday life. A nod to Hurley’s surf roots, authentic Hawaiian-inspired prints are featured throughout the collection, celebrating heritage and creativity through a modern golf lens.
“Hurley is a brand I’ve admired for a long time,” said Gareth Knocker, VP of Product at Levelwear. “What excited us most was the opportunity to explore the intersection of two sports that share so much DNA, yet where there has been a clear void for compelling crossover product. This collab allowed us to bring together Hurley’s cultural influence and Levelwear’s modern, athletic design philosophy in a way that feels both natural and relevant.”
“We continue to see more people from the surf and skate communities embracing golf, often in non-traditional ways,” said Brett Simpson, Sports Marketing Director at Hurley. “Like Hurley, Levelwear is deeply in tune with athletes and their preferences, making this collaboration a natural fit. Both brands brought our expertise in our respective sports and communities to the partnership to create a collection that feels fresh and authentic to today’s new wave of golfers.”
The Hurley x Levelwear collaboration will be worn by several Levelwear PGA Tour ambassadors, including Corey Conners, Aaron Rai, Ryan Fox, and Taylor Pendrith, beginning at the Farmers Insurance Open, showcasing the collection’s versatility and performance-driven style. The collection will be available at selective, premium green grass retailers and online at Levelwear.com.
HURLEY X LEVELWEAR MEDIA KIT LINK
About Hurley
Born from water, Hurley was founded in Huntington Beach in 1999 on the principle of empowering and fueling the voice of the next generation. Through the lens of inclusion, Hurley has partnered with the world’s best musicians, surfers, skateboarders, and more, growing into a global youth culture brand with roots sunk deep in beach lifestyle. Disruptive innovation is our unique blend of style and performance, and has Hurley sitting as the global benchmark for performance both in and out of the water. The world of Hurley can be found on www.Hurley.com, and our Facebook, Twitter, TikTok and Instagram are where our journeys are logged.
About Bluestar Alliance, LLC
Founded in 2006 by Joseph Gabbay and Ralph Gindi, Bluestar Alliance is a global brand management leader, overseeing a portfolio of premium fashion and lifestyle brands generating more than $13 billion in global retail sales. Bluestar Alliance is recognized for transforming iconic consumer names into dynamic, best-in-class lifestyle brands with worldwide reach. Its portfolio includes Off-White™, Palm Angels®, Dickies®, Scotch & Soda®, Hurley®, Justice®, Bebe®, Tahari®, Limited Too®, Brookstone®, and more each re-energized through creative vision, strategic partnerships, and a deep understanding of global markets. With more than 600 licensees and a growing network of over 500 branded retail stores across North America, Europe, Australia, South America, India, Asia, the Middle East, and the United Arab Emirates, Bluestar Alliance continues to expand its global presence, most notably through the Bluestar Luxury Group, focused on building the next generation of luxury and lifestyle brands. Bluestar Alliance stands at the intersection of innovation, influence, and brand authority, shaping the future of how consumers experience brands around the world.
About Levelwear
Levelwear is a modern, athletic apparel brand spanning the golf, and licensed professional sports markets. Built on the belief that behind every great performance is a great team, Levelwear designs versatile, performance-driven apparel for life on the course, in the arena, and beyond. At its core, the brand celebrates connection, community, and the people who show up and move you forward, because who’s with you matters.
