"Its blowing a Hooley!" We used this phrase growing up on the sprawling beaches of South Africa to describe the relentless blasts of the afternoon breezes. With origins in the steam ship industry of the early 1900s, captains on the Hooley River in India would sound this cry when the river?s infamous, torrent gusts would halt their passage through Calcutta.

The same cry that brought frustration to sea captains became the victory shout for me and my friends. The phrase, and the name Hooley, became synonymous with great days of kiting, sailing, snowboarding, surfing and all the extreme sports we followed.

Hooley stuck, and we are now committed to bringing to you gear with the Hoolerized look, to get you pumped up for all your experiences and looking brilliant. Enjoy, be safe out there, LIVE WRONG (live while riding on natures gift) but do it right.