OUR BRAND HISTORY INCLUDES THE BIGGEST ACTION SPORT AND LIFESTYLE BRANDS.
Lush Productions deals with the Australian seasonal and fashion trend variances required to help brands maintain a competitive edge in our domestic marketplace.
Licensed brands and products contribute significantly to domestic sales annually and has steadily become a key area of importance and expertise in our growing business. Lush Productions is the official licensee of Hurley - one of the world's most recognized surf and lifestyle brands, for the Australasian region. This partnership has strengthened Hurley's commitment to delivering innovative, premium surfwear and lifestyle products across this important market.
Lush Productions employs an in-house team of men’s, women’s and kids apparel designers who deal with the Australian seasonal and fashion trend variances required to help brands maintain a competitive edge in our domestic marketplace. The talents of several local and overseas freelance graphic designers are also utilized for special collaborative capsules. Our Production Department handles all local and offshore development and production of licensed product.
Our highly experienced team of production staff, pre-production assistants and product developers have built up a strong bond with a select group of quality, time tested vendors that share our vision and are based throughout the Asia Pacific region. All vendors sign a code of conduct before we begin to trade with them.
hurley : 2025 and beyond
Lush Productions is the official licensee of Hurley - one of the world's most recognized surf and lifestyle brands, for the Australasian region. This partnership that started in October 2025 has strengthened Hurley's commitment to delivering innovative, premium surfwear and lifestyle products across this important market.
Inclusion. Positivity. Freedom of expression. Born from water, Hurley was founded in Huntington Beach, California in 1999 on the principle of empowering and fueling the next generation. Hurley was founded on the belief that there is something bigger that connects us all, common bonds that unite music, art, culture, and the love of being outside.
Since then, we’ve been making waves and getting loud with the world’s best surfers, skaters, musicians, and artists. Everything we do is put through the lens innovation and inclusion, turning the end result into a colourful celebration of the people, places, music, and art that keep us inspired.
From all over the world, the hurley team features an eclectic group of talent. The common thread amongst our surfers, skaters, artists and musicians.
FOUNDED: 1999
hurley.com.au
SANTA CRUZ : 2018 to 2022
From making surfboard fins in 1973 to selling skateboards in 1974 to a Hawaiian bike shop, the birth of Santa Cruz Skateboards was almost an overnight success. Within a year, Richard Novak, Doug Haut and Jay Shuirman had developed a brand that was revolutionary for its time. With the assistance of Tony Roderick, they had created a new kind of skate wheel called the Road Rider that blended a precision bearing with a urethane wheel. This idea changed skateboarding forever. As time went on, the team became only interested in setting a foundation of an actual skateboard industry, not reliant on anyone but themselves. They wanted to support pro riders, promotion and advancement in technology.
Now, 40 years later, the Santa Cruz brand is bigger than ever. The Lush Productions design team has worked very closely with the Santa Cruz team to develop market relevant product for our territory which has seen the brand grow rapidly. The list of retailers supporting the brand is the who’s who of core retailers in Australia and New Zealand.
FOUNDED: 1973
SANTA CRUZ SKATEBOARDS
INDEPENDENT : 2018 to 2022
The founders of Independent Truck Company are Fausto Vitello, Eric Swenson, Jay Shuriman and Richard Novak. To know these four is to discover the essence of Independent: skateboarding, having fun, making money, improving products, a desire to win and letting skaters be skaters all with a do it yourself/fuck off attitude. Independent Trucks was born in 1978 with Vitello and Swenson- owners of Ermico, conceiving the hybrid design truck and Shuriman and Novak- owners of NHS adding the concepts for the suspension components, utilising the torsion bar/rocker arm system.
The design dominated the racing scene and quickly became the most winning truck at slalom. When further tests proved that the suspension system would not work in bowls, the founders also introduced a straight-angle axle truck to the mix. With this truck design in hand, the founders set their sights on the Hester Pro Bowl contest in Newark, NorCal and simply took the place by storm. The final result at Newark: four of the top eight winners rode Independent, including first place Bobby Valez and second place Rick Blackhart. Independent capped its dominance in 1978, when the top five point- total finalists in the completed Hester Series rode Independent Trucks. In less than a year, all of the top riders were signing on with Independent. 40 years on and Independent trucks remains the number one truck brand in the world.
Lush has helped Independent become the No1 truck company in its territories and is the most in demand truck through all core retailers including Street Machine.
FOUNDED: 1978
INDEPENDENT TRUCK COMPANY
huf : 2016 to 2021
In 1992, Hufnagel moved to San Francisco to pursue his passion of skateboarding. He turned professional soon after, providing him a rare and rewarding opportunity to travel the world by means of his skateboard and the industry that supported him. Brought up by the very ‘do-it-yourself’ approach that came along with skateboarding, Hufnagel saw an opportunity to give back to that same community which had raised him, and opened a small boutique on an offbeat block of San Francisco’s Tenderloin District, the first of its kind. Its aim: to bring together under one roof the most respected brands that the skateboard, streetwear, and sneaker communities had to offer. He named the shop HUF, and it quickly came to be recognized as the Bay Area’s premier purveyor of hard-to-comeby goods. With its rapid growth and popularity, Hufnagel found the necessity to launch his own line, HUF, assimilating into one label what he felt epitomized skateboarding, streetwear, and sneaker fashion.
Nearly a decade since its inception, HUF has evolved into an independent manufacturer of premium apparel, footwear, and skateboarding goods. Though much has changed over the course of the brand, Hufnagel still holds strong to the same core beliefs that drove him since day one. He sees skateboarding as more than just another ‘hobby,’ and something far from simply a ‘sport;’ he sees it as a way of life, a skateboard-lifestyle. It is a lifestyle that he feels brings together a vast assortment of similar countercultures: from artists, to musicians, to photographers, to any creative like-minded individual, skateboarding transcends race and social structure, and exposes the individual to a world free of prejudice or restriction. Driven by these ideals of selfexpression and the freedom for individual belief, he sees skateboarding as an extension of those very values that permeate American history and tradition. He attempts to express those standards through the concentrated collection that is HUF.
FOUNDED: 2002
HUF worldwide
