Hurley announced on Tuesday a new partnership with Mamiye Brothers for the licensing of its women’s sportswear and activewear line.

Launching January 1, for Spring 2025, the partnership with Mamiye Brothers, a women’s fashion manufacturer, is designed “to be a step forward in further establishing Hurley’s women’s category with both innovation and style,” according to a press release from the Bluestar Alliance-owned brand.
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“We know Mamiye Brothers well, having had the pleasure of working with them on other brands in our portfolio, and have always appreciated their ability to expertly adopt and evolve a brand’s aesthetic,” said Ralph Gindi, chief operating officer of Bluestar Alliance.

“We are confident, given their keen eye for fashion and function, that Mamiye Brothers is the right partner to elevate the women’s category and contribute to the continued success of the Hurley brand.”

Under the agreement, Carissa Moore, 5x World Champion and Olympic Gold medalist, will also have an integral role working with the Mamiye team to support the Hurley brand, designing, and acting as a consultant.

“I am super excited about the opportunity to work closely with the new women’s sportswear and activewear licensee Mamiye on creating some pieces beyond swim,” said Moore.

“Outside of the water, I’m constantly on the go and need gear that will keep up. From training, to running errands, catching up with friends, walking the dogs or date night with my hubby, I’m looking forward to collaborating with the team to make something fun and functional for every occasion.”

Founded in 1947, Mamiye Brothers is one of America’s premier designer, manufacturer, and marketer of fashion apparel brands for babies, children, juniors, young women, and women, ​with brands like Scotch & Soda and Kensie Jeans in its portfolio.

“We are honored to embark on this exciting journey with Hurley Womenswear, a brand network whose energy, people, and culture are truly inspiring,” said Nathan Mamiye, executive vice president of Mamiye Brothers.

“The addition of Hurley to Mamiye’s portfolio of brands not only complements our current business but also opens new avenues for growth and innovation in womenswear.”

Bluestar Alliance acquired Hurley from Nike Inc in 2019.