This story is part of Fast Company’s Most Creative People in Business 2022. Explore the full list of innovators who broke through this year—and had an impact on the world around us.
Superstar surfer John John Florence raised many a sun-bleached eyebrow in January 2020 when he walked away from an eight-year, $30 million contract with ubiquitous surf giant Hurley with two years left on the deal. Rather than sign with a rival, Florence launched his own brand, Florence Marine X.
Unlike fellow legend Kelly Slater’s Outerknown, which was launched with backing by the luxury fashion conglomerate Kering (but is now independent), Florence Marine X, which launched in May 2021, is part of an independent company (called Kandui Holdings) and is focused on producing highly technical gear that stands up to the gnarliest of conditions—made responsibly and designed to specifications Florence wasn’t finding elsewhere.
He started with surf-specific hooded rash guards ($70), adding raglan sleeves for greater flexibility, flatlock stitching to reduce chafing, and four-way stretch fabric with light compression. The rash guard has become one of the brand’s most popular and top-selling items.
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