IPD – Bob Hurley’s Newest “Old” Idea

Bob Hurley 👆 has been at the center of the surf industry for decades. He shaped boards for Lightning Bolt, Wind-an-Sea, and Wave Tools owned the US license for Billabong in the 1980s and grew his eponymous brand Hurley in the early 2000s until selling it to Nike. But what many people don’t realize is that Bob Hurley and his Hurley brand existed way back in the 1970s.

Hurley was created in 1979, and along with it, Bob Hurley also created a sub-brand called International Pro Designs (IPD). He wanted an additional logo on the boards he was making, and he envisioned IPD as a sort of stamp of excellence for the world’s best board makers and surf innovators. The guild of excellence that he envisioned for IPD never really developed, but over the years Bob Hurley was wildly successful with his other endeavors—so it’s no surprise that he always kept the IPD brand in the back of his mind.

In June of 2021, IPD was officially reborn as a line of products designed to “reignite surf culture, one wave at a time.” The IPD men’s line was released on June 17, under the guidance of Bob Hurley’s family members and friends who were dedicated to building upon Bob’s vision when he first started the brand. “IPD feels like it's the right idea at the right time,” says Bob Hurley. “The right group of people doing good things for the right reasons, 100 percent designed for surf shops.”

Here at Hawaiian South Shore, we have always been impressed with how Bob Hurley does business. We have closely followed his success with Billabong and Hurley, and are excited to see him resurrecting one of his oldest ideas and turning it into a modern, relevant brand. For those who believe in quality, aesthetics, and the roots of surfing, IPD is the logical next step in the evolution of surf products.