May 30, 2008: – - Cape Town — Hurley, a leading global youth brand with strong roots in surf, skate, art, music and beach culture, is pleased to announce that their Advantage boardshort was voted the ‘Men’s Boardshort of the Year’ at the recent 2008 SIMA Image Awards.
The prestigious accolade from the Surf Industry Manufacturers Association (SIMA), the American based trade association for more than 300 surf industry suppliers, is for the boardshort product featuring the most exciting design, appeal or innovation during 2007.
Manufactured from fabric developed and patented by Nike, to which Hurley has exclusive access, the Advantage is one of seven styles in the Phantom boardshort range that all boast four-way stretch, super lightweight and water repellent features that make them the leading boardshorts on the market.
With 120% stretch, 72% less water absorption and weighing in 53% lighter, these are the most technologically advanced and functional boardshorts available and come with the patented Hurley e-z Lycra fly that eliminates the use of Velcro for a more comfortable fit.
“As everyone in the surf industry knows, the boardshort is the core product in any range,” says Jevon le Roux, General Manager of Hurley South Africa. “This makes SIMA’s acknowledgement of the Advantage especially pleasing and we are proud to be able to offer this product in South Africa.”
The Advantage boardshort will be available in local stores from August at a recommended retail price of R899, along with the balance of the Phantom range which feature all over prints and start from R599. This represents great value for the world’s best product with its technical advantages. Go to Hurley.com for more information.
The range will be extended in November with four additional styles that use 60% stretch fabric, enabling them to be more competitively priced without reducing their advantage of stretch, less water absorption and lightness. Hurley products, including the award winning Advantage boardshort and the Phantom range, are being offered to key independent retailers encompassing surf, skate, specialty and boutique stores countrywide.
Hurley is the leading global youth brand with strong roots in surf, skate, art, music and beach culture. Driven by creativity and freedom of expression, Hurley is committed to delivering world-class products for guys, girls and kids, including sportswear, footwear, eyewear, accessories, girl’s swimwear and wetsuits. A wholly owned, independently run subsidiary of Nike, Inc., Hurley’s corporate head-quarters are located in Costa Mesa, CA, with international offices in Tokyo, Sydney and Barcelona. Hurley.com