The year: 1999. The place: Southern California. Travis Barker became a global sensation, while quintessential surf brand Hurley splashed onto the scene in Huntington Beach. Two decades on, the world is in the throes of a Y2K-era renaissance, and Hurley and Barker collaborating on a punk-infused capsule collection is music to everyone’s ears.
Hurley named the renowned rocker as its first global brand ambassador in 2024, but the duo’s relationship dates back to the rebellious artist’s Warped Tour days. Barker and fellow bandmates regularly donned the So Cal apparel co.'s graphic tees onstage and off, helping define the laidback California-cool style that dominated the noughties. (For the uninitiated: imagine dressing like you were about to hit the beach or skate park at any moment, ft. board shorts, chinos, cropped tanks, and so many puka shell necklaces.) Soon, the counterculture-inclined youth of America were donning Hurley too, no matter how far they lived from the beach.
The Hurley x Travis Barker collection is a perfect blend of callbacks to Hurley’s OG staples and updated pieces reflecting Barker’s current aesthetic. Old English script adorns everything from graphic tees to slides. Skeleton and rose motifs offer a deadly romantic touch, leaning into the memento mori side of punk. There are also wardrobe staples like overalls, chinos, monochromatic ball caps, and sharp sunglasses, ready to accentuate whatever bold street-style statement you’re trying to make.
Camo shorts, muscle tees, and sporty checkered jerseys feel pulled straight from one of Barker’s pre-show ensembles. You don’t have to imagine him wearing fits like these—you can pull up the receipts on socials and in magazines. It’s part of what makes this particular capsule stand out. While some celebrity collabs feel like a partnership in name only, Hurley x Travis Barker has the musician’s influence written all over it.
Besides being a trendsetter, Barker’s no stranger to fashion design. The producer launched his Famous Stars & Straps apparel line back in ‘99, garnering a cult following with an array of irreverent graphic tops, hoodies, and more. Barker’s DNA is undeniably present in the Hurley collab, from the use of Old English fonts to the ubiquitous skull imagery. Barker’s design language is as expressive as his explosive drumming style, commanding you to pay attention by being so fresh you can’t ignore it. Speaking of the harmony between music and design, the multi-hyphenate’s instruments—and his covetable fleet of collectible vehicles—feature heavily into the collection’s campaign, shot in Barker’s recording studio and around California.
Music taste and fashion sense have always gone hand in hand, but the similarities between Hurley and Barker go deeper than that. The skate and surf label is lauded for its performance-ready apparel, but it also empowers rising stars from the very scenes that made Hurley a household name to begin with. Partnerships with X Games medalist Elliot Sloan, World Surf League Champion Filipe Toledo, and Olympic Gold Medalist Carissa Moore show a commitment to platforming (and outfitting) next-gen talent. Barker, meanwhile, has become something of a pop-punk godfather in recent years, supporting new artists like Jxdn and Trippie Redd. His limited-edition capsule with Hurley reflects their shared passion for pouring back into the communities that lifted them up.
Riding the same wavelength from 1999 to today, Hurley x Travis Barker is a team-up for the ages. A typical collab might appeal to two distinct audiences, but the Hurley and Travis Barker fan bases form a Venn diagram with a good deal of overlap. Chances are, Hurley fans are blink fans—or Transplants, +44, and solo Barker fans—and vice versa. Anyone outside the loop is just waiting for an introduction, and thankfully, the pair’s debut collection is an open invite.
Discover the full collection here!
