Hurley Inks Licensing Deal For Upcoming Women’s Sportswear And Activewear Line

The surf, skate and snow brand is partnering with Mamiye Brothers for a spring 2025 release.

The new women’s sportswear and activewear line will launch for the spring 2025 season, per the release. Hurley said in the release that the partnership will be “a step forward in further establishing Hurley’s women’s category with both innovation and style.”

Mamiye will handle the design, distribution and manufacturing of the women’s sportswear and activewear category, and Hurley’s existing partnership with InMocean will continue for the swimwear category, per a spokesperson. 

Mamiye Brothers designs, manufactures, distributes and markets women’s, children’s and infant apparel. It works with brands including Scotch & Soda, Kensie Jeans and Wallflower. Bluestar Alliance, which manages the Hurley brand, has worked with the Mamiye Brothers on Scotch & Soda and Kensie, which it also manages.

“The addition of Hurley to Mamiye’s portfolio of brands not only complements our current business but also opens new avenues for growth and innovation in womenswear,” Nathan Mamiye, executive vice president of Mamiye Brothers, said in the release.

For the Hurley collection, Carissa Moore, an Olympic gold medalist, will work with the Mamiye team on designing as well as acting as a consultant “to bring added authenticity to the women’s side of the business,” per the release.

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Emma Spedding

Spedding is the executive fashion news editor at British Vogue. Emma was the editor at Who What Wear and also has worked at The Telegraph and works at Bauer Media Grazia.

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