Hardcloud Brands

Hardcloud has been around since the first swell hit Internet retail. We have seen the rise and fall of many boardsport apparel brands and retailers, but we are still here. Over 20+ years we have stocked every brand that has come and gone but now we want to focus on what matters, and for us that is function, style and quality. We've pulled our offering back to give you the very best products that the action sports industry has to offer.

Our hand-picked brands now only includes those that we wear or use ourselves, that we truly believe in and enjoy, who have stayed true to their heritage and boarding roots. Their products offer the quality we demand, they consider their ecological footprint and are always looking for ways to improve.

So here you can buy the boardsport fashion and function that works and that we want to sell, plus a few necessities thrown into the mix. The selection might be smaller but it is the best, and you know what?  We love it and so will you

Volcom - The Best in Street & Snow

Volcom lead the way in men's fashion, skate clothes, surf products and snowboard culture. Their technical products combine style and function but always with a eye on better eco-friendly production processes.  Volcom use REPREVE® recycled fibres or hemp in many garments and stretch fabrics for freedom of movement. Born in 1991 Volcom was founded by Richard "Wooly" Woolcott and Tucker "T-Dawg" Hall to make clothing based on their own love of all boardsports.  Now Volcom has shops all over the world and in 1995 was the first action sports company to create a record label.  The brand is still at the top of its game and is represented by the boardsports' top ambassadors.

Rip Curl - The Best in Surf

Rip Curl was born in 1969 when two surfing friends Doug "Claw" Warbrick and Brian "Sing Ding" Singer quit their jobs to make surf boards. They lived for adventure, finding and surfing good waves, having a few beers and a good time at night and then doing it all again the next day. The products they make, the events they run, the riders they support and the people they reach globally are all part of "The Search" that Rip Curl is on, taking joy from the ocean as surfers and keeping the oceans healthy and clean for years to come. The Search is Rip Curl's driving force and vision so whether you are chasing uncharted reefs, untracked powder or unridden rails, Rip Curl will be with you all the way. The Ultimate Surfing Company, Rip Curl, is a company for and about the crew on The Search.

Etnies - The Best Skate Shoes & Trainers

Etnies was launched in 1986 and is owned by ex professional skateboarder Pierre André Sénizergues. Based in California, Etnies were one of the first global skate brands and now sponsor a world class team of skateboarders and BMXers. They have stayed true to their roots, developing technical and casual trainers, as well as pushing their ethical values to support the environment and local communities. They have now planted over 1.7 million trees since launching their “Buy a shoe, Plant a tree” campaign and are always looking to reduce their impact on the planet. Etnies continue to produce iconic styles offering comfort and support both on and off the board. Whether you're looking for a low top skate shoe or a casual trainer, Etnies offers the best footwear for boardsport enthusiasts.

Stance - The Best Socks & Boxers

Stance was founded in 2009 with a philosophy that everything you wear should be an extension of who you are and how you feel. "You shouldn’t have to sacrifice self-expression for the sake of functionality or craftsmanship." Innovative materials, unparalleled comfort and colourful constructions that are built to last and cover all needs, from highly technical running and snow socks, to daily crew and no-show trainer socks. Stance celebrates diversity that inspires and empowers culture, stories and products. Stance's Punks & Poets are their ultimate brand ambassadors, celebrating individuality and come from all walks of life, from skate and snowboarders to artists and musicians. Embrace a life of creativity and confidence. We are all Stitched Different®.

Reef - The Best Sandals

Reef was founded in 1984 by brothers Fernando and Santiago Aguerre out of a love for the beach and surfing. They walked everywhere so they created high-quality, super comfortable sandals that could take them to the beach, into town, and wherever they wanted to go - in comfort. Reef redefined, redesigned and reengineered every component of sandals and that attention to detail and uncompromising quality makes Reef the most comfortable sandals available. The innovations that started in 1984 have evolved into the Reef sandals loved by surfers and beach goers today. Reef is one of the world's leading active sandal manufacturers, becoming a symbol of a free, comfortable and happy lifestyle.

Dakine - The Best Bags

Dakine was started in 1979 by surfer Rob Kaplan who made straps and leashes for surfers and windsurfers. By 1982 he was also making a range of travel bags designed for the action sports devotee and his advances in equipment design established Dakine as one of the new sport’s most trusted brands. By 1986 world-class snowboarders and skiers were also asking Rob for equipment help and it was a snowboarder that asked for an essentials-only pack for his heli trips to Alaska. Dakine created a custom pack that became one of their most iconic products ever. When designing their products, Dakine live it, build it, use it, improve it, then do it all over again next season. Packs and equipment for all action sports.

New Era - The Best Headwear

New Era began way back in 1920 bringing innovation to headwear which eventually led them to producing Major League Baseball caps in 1934. In 1954, the company’s fitted pro cap was modernized, redesigned and named the iconic 59Fifty. By 1965, New Era was supplying caps to about half of the 20 MLB teams. In 1993, New Era was granted the first exclusive license with MLB to produce the on-field baseball caps for all of its teams. Though rooted in American baseball culture New Era now produce caps and beanies that cross all lifestyles, cultures and sports. New Era is THE cap company and across their vast range there is a cap design that shouts out who "you" are. Find it and wear it at Hardcloud!

Slowtide - The Best Beach Towels

Slowtide was founded in 2015 by three friends as a product of their beach lifestyle. Inspired by all bodies of water and a love of art, Slowtide conveys lifestyle through a new medium, catering to a love of the beach, nature, travel and comfort. Blending design and functionality, Slowtide collaborates with brands, artists and photographers to create unique designs while maintaining premium, sustainable quality. Guaranteed to last, they travelled around the world in search of the best factories with fair working conditions and happy employees. From sustainable materials, to details like size, weight, weaving techniques, hanging loops and reusable packaging, Slowtide have thought of it all. Slowtide is the name in beach towels and changing robes for your days in the sun.

Arcade - The Best Belts

Arcade was established in 2010 and create belts that are comfortable, durable, and original. They take inspiration from their adventures; seeking tranquility among the mountains, chasing swell along the coasts, or experiencing new cultures around the world. Developed from the ground up with materials that are built to go everywhere and anywhere, each Arcade belt provides a custom fit, sturdy hold and the right amount of flexibility to move with you. Arcade have taken the step to become more sustainable and from autumn 2022 the webbing in every Arcade belt will be made from 85% post-consumer, certified REPREVE® recycled polyester. Purpose and function is at the core of how Arcade innovate.

Buff - The Best Neck Warmers

Buff was established in 1992 by Joan Rojas in Spain who developed a multifunctional seamless fabric tube as a warmer, more protective solution to the sun, wind, and cold while touring the country roads of Catalonia on his motorcycle. Buff headwear, which is a tube of microfibrous fabric, can be worn as a scarf, bandanna, headband, beanie, face mask, tube top, helmet liner, wristband, cap, pirate, Sahara style and other variations. The manufacturing process takes place on a specially developed tubular loom to make the finished garment seamless.

Barts - The Best Beanies

Bart Koene launched BARTS® brand in 1989 to focus on headwear having spent 3 years successfully selling hand-sewn swim shorts on the chic beaches of Saint-Tropez. Over the past 30 years it has grown and developed and is now based in the capital of culture and cool, and one of the most creative cities in the world. Amsterdam is where the Barts design team works and creates their collections. A proud Dutch brand, Barts is well known for creating the warmest and most comfy winter accessories like beanies and gloves.