Online Retailer Acquires Wellen Surf Brand


As of Thursday, July 5, 2018

Huckberry, the online men’s retailer based in San Francisco, has acquired the LA premium men’s apparel brand Wellen, which gives a sophisticated look to casual surfwear.

Wellen was founded in 2007 by Matthew Jung, who has been surfing ever since he could drive. Born and raised in Los Angeles, he attended Whittier College, where he started Wellen his junior year.

The brand started out making clothes and surfboards but transitioned later to just clothes. Jung originally started the company because he wanted to ride less traditional surfboards and wear more artistically driven apparel that was not found among current surfwear labels.

He later started a second apparel company called Grover, which focuses on made-in-LA basics as well as supplying a monthly subscription box filled with those basics. Grover was not part of the acquisition.

Huckberry, founded in 2011 for adventurous men, will begin unveiling new Wellen collections in 2019. “Through the years, Wellen consistently inspired us to hit the beach and their gear ensured we were equipped for whatever the sand and surf sent our way,” said Huckberry co-founder Richard Greiner. “We’ve always felt that they shared our vision for making adventure approachable, so we’re excited to bring the company under our wing.”