Hurley launches first brand ambassador campaign with Travis Barker

Global apparel and lifestyle brand Hurley launched on Wednesday its first brand ambassador campaign and capsule collection with Travis Barker.

Barker brings his distinct influence to every element of the limited-edition drop and innovative campaign.

Camo prints, skull motifs, checker patterns, and old English graphics, define the collection, while staples like chinos, shorts, and overalls nod to Barker’s signature wardrobe. The line also features surf and swimwear, alongside accessories including footwear, sunglasses, and headwear.

The collection launches with a campaign shot at Barker’s recording studio and throughout the streets of California, capturing his raw, rebellious spirit. Personal touches, from the instruments that built his career to his collectible cars and motorcycles, add authenticity to the visuals. 

“This collaboration is special for us as it showcases the synergy between the spirit and excitement of Hurley in its early days with who we are now as an internationally established brand with the power to do something really loud and exciting,” said Joey Gabbay, CEO at Bluestar Alliance, Hurley’s parent company. 

“Hurley has always believed that music and art are the common threads that bring us all together and having a legendary artist like Travis create custom designs and fits based on his own personal style sealed the deal for us. We strive for authenticity in everything we do, and this collaboration is a perfect symbol of that dedication.”

Barker’s connection with the Hurley brand spans decades. In the early 2000s, during Blink-182’s explosive rise on the Warped Tour, he was already sporting Hurley tees and embodying the laid-back rebellion of Southern California. Now, over two decades later, he’s officially channeling that legacy into a capsule collection.

“This collection represents everything I love about the lifestyle I’ve carved out for myself,” added Barker. “It’s tattooed and poetic, chaotic and precise—a beautiful contradiction that just works. It’s made for people like me, the punk kids, the surf community and the people who can’t help but create. I love the freedom I was given with this process and believe that really comes through in the product and designs.”