Joining Forces: Nate Florence Leaves Vans for His Namesake Brand

Nate Florence is one of the most popular surfers in the world.

His YouTube channel (500k loyal subscribers) and his STAB Surfer of the Year win in 2023 prove that point.

Not that big brother John needed to see his resume before signing him.

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In a move that makes all the sense in the world, the Florence brothers just announced a partnership at their namesake brand: FLORENCE

"My brothers and I have grown up in and around the ocean and it has become our lives," writes John on Instagram. "For me, starting this brand has been a realization of how much I really enjoy the process of creating amazing gear that makes that time in and around the ocean better. Now having my brother join, and be a part of that process too, really makes this announcement feel like a dream. I cant wait for the years ahead, and to see what we can do together. We love what we do!!"

“What a life! So fired up to announce that I will be surfing under my own Flag and Name moving forward, the FLORENCE flag," says Nate in the presser. "Beyond excited to bet on myself, my brother, you may have heard of him, John Florence, who pioneered this epic endeavor and the incredible team at FLORENCE. The future is very exciting, we have the power to reshape the surf industry for future generations and pave a new way for upcoming surfers, to build something great together as a family."

"In the world of surfing today, Nathan stands alone. Raised alongside his brother John Florence on Oahu’s North Shore, his comfort in waves of consequence is matched only by his humility on land. Over the course of 2023 and early 2024, Nathan successfully navigated and scored career-defining waves on nearly every major continent, during every major swell, in a year-long run many are calling one of the greatest-ever feats in surfing. His name, upbringing, dedication to the ocean and next level testing of in water gear makes him uniquely qualified to help steward the FLORENCE brand into the future.

"FLORENCE co-founder John Florence said, "It’s a dream for me to see Nathan join Florence. My brothers and I grew up together in and around the ocean, surfing everyday. It became our life. We’ve been on so many incredible journeys and this feels like the most exciting one yet. I can’t wait to dive into products, go on trips, and build a family business together!"

"'We’re honored to welcome Nathan to the FLORENCE team. Beyond his remarkable skills in the water, Nathan brings an extraordinary personality, positivity and forward-thinking mindset that perfectly fits the vision we have for this brand. We couldn’t be more excited to see the dynamic impact he’ll have alongside his brother on the gear, community and future of FLORENCE,' said CEO, Jeff Hurley."

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