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John John Florence is lucky enough to have been born and raised on the North Shore of Oahu. It’s a wonderful place, full of good waves and many feral chickens, and calling it home is part of the reason John John Florence is who he is today. And for most of his life, he’s had an elite group of people watching his back: the North Shore Lifeguard Association. Now, John John’s brand Florence Marine (née Florence Marine X) has partnered with that elite group.
“I am so stoked that @florence_marine_x has this chance to partner with the @northshorelifeguardassociation,” he wrote on Instagram. “It’s an incredible opportunity after a lifetime of having their support.”
The North Shore Lifeguards are, as I said, an elite group. They’re the best on Earth at what they do, and for many who surf under their watchful gaze, the North Shore Lifeguards are a critical measure.
“For a lot of us on the North Shore,” Florence continued, “the lifeguards literally make it possible to do what we love to do. It’s something I have watched my whole life, from growing up next to the tower at Ehukai, to surfing Pipe or bigger days on the outer reefs. They are some of the best watermen and women in the world and among the most important, and respected members of our community. The ultimate test pilots for testing and making improvements!”
It’s a partnership that makes sense, since Florence creates gear for people who do things that are decidedly hard on gear. Beating sun, the salt of the sea, grating sand, howling wind… it’s all very hard on clothing. The Florence team, in fact, has a phrase for what they’re making: “Utilitarian equipment for modern sport conditions.” What better way to ensure a hardy product than to outfit lifeguards who work in the most challenging conditions in the world with it?
