Hurley owner Bluestar Alliance has already laid off 56 employees as it changes the brand to a licensed business model, but will maintain the company’s Costa Mesa headquarters with about 90 staff in design, production and sales. Bluestar said in a release that its vision for the brand is much broader than its surf roots, and that it wants Hurley “to be the epicenter of all things Surf, Skate, Snow, Art, Music & Culture.” The PE firm acquired Hurley from Nike in Dec.

As previously reported, Bluestar will maintain Hurley’s partnership with United Legwear, who is the men’s apparel licensee, and ... Log in to view full article.