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Florence was created by the legend that is John John Florence – two-time Olympian, three-time World Champion, and a man who’s spent more hours in Hawaiian shorebreak than most of us have spent on dry land. “Equipment Modern” is the brand’s mantra: utilitarian gear engineered for whatever conditions modern sport throws at you, tested on Oahu’s North Shore but just as happy getting battered on a beach in Cornwall or a blustery dog walk along the Gower. Florence doesn’t do fair-weather kit – think Cordura panelling that shrugs off rock scrambles, PFAS-free waterproofing that copes with genuine Highland dreich, and fleece built to work as hard on an Eryri ridge as it does paddling out at dawn. It’s technical apparel with surf style and coast-tested practicality: nothing you don’t need, everything you do.
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