By Gary Symons
TLL Editor in Chief
Drum roll please!
The surfing and pop culture brand Hurley has just announced a partnership with the legendary drummer and music producer Travis Barker.
Hurley and Barker will be releasing a licensed fashion collection in 2025, and Barker will also be representing Hurley as its brand ambassador.
The partnership is a natural progression of the relationship between Barker and Hurley. Barker is best known for his work with the power punk band blink-182, as the band members were often seen wearing Hurley tees, both in concert and just hanging around. That relationship dates back to the late 1990s when blink-182 first exploded onto the music scene, and along with Green Day, became the leaders in the new wave of pop-punk that revitalized rock music.
Barker was a big part of that, and in fact, thanks to his mind-boggling drumming skill, wild live concert performances, and his huge influence on music and pop culture in general, he was by far the best known member of the popular band. The group’s breakout album, Enema of the State, is literally a master class in rock drumming, and has influenced thousands of top drummers around the world. Barker also recorded with the Transplants, +44, a variety of top acts in genres from jazz to country, most recently, with Jelly Roll, and several rap and hip hop albums, as well as solo projects.
Admittedly, I may be a bit biased, as I’m also a drummer and an acknowledged rabid Travis Barker fan boy.
Now, Barker’s partnership with Hurley marks a new chapter in the fashion brand’s celebration of musical creativity, and its connection to American sub-cultures.
“I’m stoked to partner with Hurley again,” said Barker. “We’ve come full circle. Hurley was there when blink-182 was just starting to dominate, and now, decades later, we get to collaborate in a way that reflects both of our evolutions.”
Hurley says this program is more than just a partnership, and more of “… a reunion rooted in shared history and values.
“Both Hurley and Barker are known for disrupting the status quo and pushing creative boundaries, making this collaboration a natural fit,” the company says. “The capsule collection is inspired by Barker’s bold and unmistakable style, as well as the undeniable connection between music, art, and surf culture that defines Hurley.”
Barker has been an icon in the surfing and skateboarding communities as well, which dovetails with Hurley’s history as a global leader in the surf, skate and lifestyle market. For 2025 and beyond, Hurley says it will continue to introduce limited edition capsules and collaborations with a dynamic range of remarkable talent and brand partners to create a platform for those groundbreakers and game changers across communities.
Joey Gabbay, the CEO at Hurley’s parent company Bluster Alliance, says his team is pretty psyched to be working with Barker.
“To partner with someone like Travis Barker who has done so much for music and culture is massive, but to have the synergy behind it as well, with Travis, truly embodies who we are as a brand and makes it even more special.”
For Spring 2025, the Hurley x Travis Barker collaboration will feature exclusive apparel and accessories featuring archival art, and custom graphics that reflect Barker’s iconic style and knack for rebellion. The collection will be available for purchase at select retailers and online at Hurley.com. The company says more details on the collection will be shared closer to launch.