Florence Marine X

Inspired by founder, 2× Olympian and 3× World Champion surfer, John Florence, Florence Marine X create utilitarian ocean-focussed soft goods that are researched and developed in one of the most dynamic environments on earth – Oahu’s North Shore, Hawaii. They are represented in Europe by brand incubator and distributor Hectic, who commissioned Access Adventure Productions to create territory-specific imagery.

Details

• Collection: Florence Marine X EU

• Date: September 2025

• Location: South West UK

• Photographer: Sam Rogers

• Talent: Lucy Campbell and Alex Libby

What We Did

The majority of Florence Marine X’s international marketing is focused on the extraordinary ocean exploits of the three Florence brothers. We were briefed to take this inspiration and produce imagery to promote their winter collection in a manner that was relatable for their European customers.

Current and multiple English national surf champion Lucy Campbell and Access Adventure founder Alex Libby, himself a sponsored surf athlete, are both very familiar with searching for uncrowded waves and the gear that it requires, even on a local scale.

Regular collaborator Sam Rogers shot this single-day production with Lucy and Alex, with the trio trekking off in search of waves knowing that the further they walked from the nearest road, the quieter the surf would be. This was real surfers, on a real surf strike, taking the spirit of Florence Marine and executing it on a local and relatable scale for the UK and European market.