Founded in 1960 by surfing legend Duke Boyd, Hang Ten set the standard for Southern California surf style when Boyd sewed the company’s iconic “bare feet” logo onto a pair of durable nylon shorts — effectively pioneering the boardshort as we know it today. The brand dominated the swimwear scene well into the ’80s, but faded into obscurity in the ’90s.
The agency was tasked with reintroducing Hang Ten to consumers and positioning it as an all-season, all-family brand that radiates the California coastal attitude. The research showed the brand’s logo still resonated with consumers, particularly with women 30-50.
We helped Hang Ten’s new owners revive a once-revered brand, giving it an authentic and original point of view. More importantly, we transformed the brand into a true four-season clothing company, expanding it beyond its surf/swim roots to include snow, skate and casual lifestyles for men’s, women’s and youth lines. We launched the creative in everything from brand videos and store POP to hangtags and the brand’s website.
We helped Hang Ten secure a 10-year, $350 million licensing deal with Kohl’s. It has since become the #1-selling youth brand in the chain of more than 1,100 stores and is now expanding its product line to support demand.