By Allison Watkinson
TLL Reporter
Hurley has signed an agreement with drummer and music producer Travis Barker for a licensed capsule collection and brand ambassador partnership.
Travis Barker is an American musician and producer who has sold millions of records as both a solo artist and with punk rock bands like +44, Blink-182 and Transplants.
Throughout his career, Barker has established himself as a versatile drummer, producer and collaborator across multiple music genres.
As Hurley’s first brand ambassador, Barker served as the creative lead for the design of both the limited-edition collection and its associated marketing campaign.
“This collection represents everything I love about the lifestyle I’ve carved out for myself,” says Barker. “It’s tattooed and poetic, chaotic and precise—a beautiful contradiction that just works. It’s made for people like me, the punk kids, the surf community and the people who can’t help but create. I love the freedom I was given with this process and believe that really comes through in the product and designs.”
Inspired by pop-punk and surfing sub-culture, the Travis Barker collection includes a range of fashion items that feature prints, graphic art and motifs such as camo, checkers, old English text, skulls and more.
The apparel and accessories offered in the licensed collection include t-shirts, sweatshirts, chino pants, board shorts, overalls, headwear, sunglasses and footwear.
“This collaboration is special for us as it showcases the synergy between the spirit and excitement of Hurley in its early days with who we are now as an internationally established brand with the power to do something really loud and exciting,” said Bluestar Alliance CEO, Joey Gabbay. “Hurley has always believed that music and art are the common threads that bring us all together and having a legendary artist like Travis create custom designs and fits based on his own personal style sealed the deal for us,” added Gabbay. “We strive for authenticity in everything we do, and this collaboration is a perfect symbol of that dedication.”
Shot on the streets of California and in the drummer’s recording studio, the new Hurley marketing campaign features photographs of Barker alongside his musical instruments and his personal collection of cars, bikes, and motorcycles.
The limited-edition collection is currently available through Hurley’s e-commerce website and at select retailers around the world.
Owned by Blustar Alliance, Hurley is a fashion and lifestyle brand that focuses on catering to fans of punk rock, surfing, skateboarding and youth-focused streetwear style.
Founded by Joseph Gabbay and Ralph Gindi in 2006, Bluestar Alliance is a global brand management company that owns, manages and markets a wide variety of fashion, lifestyle and consumer brands.
The company currently represents an extensive portfolio of over 500 international licensees, as well as an expanding retail platform located across numerous regions around the world.
Tom Aspinall Joins Forces with Champion in Knockout Apparel Partnership