We are Florence. Founded in partnership with 2X World Champion surfer and Olympian, John Florence, we provide modern utilitarian equipment for all sport conditions. 

John is best known for being one of the most influential & iconic athletes of this generation. A true modern day pioneer, he is an innovator in and out of the water. With interests that go far beyond the horizon, John’s goal in founding Florence was to make equipment that served his needs across all fields of play – true utilitarian sport solutions, manufactured through precision assembly and laser-focused on performance innovation.