Hurley, a Bluestar Alliance brand, has signed a new licensee, Mamiye Brothers, for its women’s and activewear line.
The first collection under Mamiye will launch for spring 2025. InMocean, which had the license for women’s and activewear, will continue to do Hurley swim. The last InMocean women’s and activewear collection for Hurley is holiday 2024.
Mamiye, founded in 1947, produces and markets apparel brands for babies, children, juniors, young women and women. Its portfolio includes such brands as Scotch & Soda, C&C California, Habitual, Kensie Jeans and Little Me.
Carissa Moore, five-time World Surfing Champion and Olympic Gold medalist, will work with the Mamiye team to support the Hurley brand, designing and acting as a consultant to add authenticity to the women’s side of the business. Moore’s collection for Hurley launched in the summer of 2021, with swim only at the time.
“I am super excited about the opportunity to work closely with the new women’s sportswear and activewear licensee Mamiye on creating some pieces beyond swim. Outside of the water, I’m constantly on the go and need gear that will keep up. From training to running errands, catching up with friends, walking the dogs or date night with my hubby, I’m looking forward to collaborating with the team to make something fun and functional for every occasion,” said Moore, who has been collaborating on a collection for several seasons.
Nathan Mamiye, executive vice president of Mamiye Brothers, said, “We are honored to embark on this exciting journey with Hurley Womenswear, a brand network whose energy, people and culture are truly inspiring. 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.”
Ralph Gindi, chief operating officer of Bluestar Alliance, added, “We know Mamiye Brothers well, having had the pleasure of working with them on other brands in our portfolio, and have always appreciated their ability to expertly adopt and evolve a brand’s aesthetic. We are confident, given their keen eye for fashion and function, that Mamiye Brothers is the right partner to elevate the women’s category and contribute to the continued success of the Hurley brand.”
Hurley was founded in Huntington Beach, Calif., in 1999 and today manufactures such categories as shorts and bottoms, dresses and rompers, activewear, hoodies and fleece, wetsuits and swimwear. Its lines are geared to women’s, men’s and kids.
Bluestar Alliance’s brands include Hurley, Scotch & Soda, Bebe, Elie Tahari, Kensie, Justice, Catherine Malandrino, Nanette Lepore, English Laundry, Brookstone, Joan Vass and Limited Too. Its current portfolio of brands manages more than 300 licensees who distribute product throughout North America, Europe, Australia, South America, Asia, the Middle East and India.