DROPPING IN ON OCEAN CONSERVATION WITH JOHN FLORENCE 🏄‍♂️

RIDING THE PROTECT WHERE WE PLAY WAVE

John John Florence is a world title champion and professional surfer from the North Shore of Oahu, Hawaii. He’s considered to be one of the most talented surfers in the world. He was born and raised on the beach at Ehukai,  just steps away from Pipeline, one of the most famous and dangerous waves in the world.

John John Florence achieved his first World Surf League (WSL) championship title in 2016, establishing himself as one of surfing’s elite competitors. In 2017, he defended his WSL championship title, becoming a two-time world champion. Seven years later, in 2024, Florence achieved his third WSL championship title, making him one of the most decorated U.S. surfers on the world stage and tying him with Tom Curren for second-most all-time for an American or Hawaiian surfer. Florence also proudly represented Team USA at the Tokyo 2020 and Paris 2024 Olympic Games.

Florence has a deep connection to nature and is passionate about sustainability and ocean conservation. He enjoys sailing and spending time with his family and friends in Hawaii. Florence is also the founder of Florence Marine X, a clothing brand dedicated to inspiring others to get outdoors and explore, adventure and environmental sustainability.

Q: You’ve mentioned that surfing isn’t just about riding waves—it’s about reading the ocean’s language. What does that conversation between you and the water actually sound like?

A: Well, for me reading the ocean is more than just looking at waves. Surfing is just one of the ocean activities I like to do. Other times, I like to downwind foil, sail, bodysurf, or paddle. Each of  those activities takes a slightly different combination of unique conditions to ‘work’ as an activity. So I’m always looking at the ocean to see what activity I’m going to do. A long winded way of me saying, with the ocean it is just about watching and adapting.

Q: Tell us what it means to partner with Ocean Conservancy?

A: I’m really honored to be working with a group that has been putting efforts into ocean health for 51 years. For me, life is all about learning. Partnering with Ocean Conservancy is going to help me learn how to be a better advocate for our oceans, and to reach more like minded people.

Q: If you could snap your fingers and fix one thing about ocean health tomorrow, what would it be? And what’s the one thing that keeps you up at night when you think about the future of our seas?le to play in protecting the ocean?

A: Ocean plastics are a big issue that has an effect on everything from our beaches to our foods. Working on solutions to combat single use plastics seems like a good spend of time. I’m not perfect myself, but single use plastics is something I see daily.

Q: Hawaii isn’t just where you learned to surf—How did growing up surrounded by that much blue change the way you see the world?

A: Well, I’m very thankful to have grown up in such a beautiful place. The North Shore of Oahu, along with all of the Hawaiian Islands, is incredible. Once I started to travel a bit, it became obvious how important it would be to do my part in keeping the ocean healthy. Seeing the ocean and getting involved in different ocean activities is the first step to caring for the ocean. I’d challenge anyone to try spending time in the ocean, and then not care about it!

“It’s an honor to join the Protect Where We Play initiative, and to partner with Ocean Conservancy who have an incredible 51-year history of protecting our oceans. The ocean has been my life’s greatest gift, and it’s my goal to help take care of it for future generations.”

– John Florence, 3x World Champion Surfer, 2x Olympian

Q: If someone has never seen the ocean, what’s the one story you’d tell them to make them understand why it matters?

A: That’s a tough question. But one thing that I’ve realized through sailing is just how big the ocean is. You don’t realize it until you sail for weeks at sea with no land in sight. It’s such a massive part of our planet.

Q: Florence Marine X isn’t just another surf brand—it’s a statement. Walk us through that moment when you realized the fashion industry needed to change, not just surf culture.

A: Well, we do our best to make responsible decisions. For instance, building great products that we believe will last the test of time. Getting involved with groups like Sway that provide better packaging options. We’re learning as we go, and doing our best. Certainly not perfect, and it is a fun learning process. 

Q: Twenty years from now, when a young surfer paddles out for the first time, what do you want that experience to feel like? What legacy are you actually surfing toward?

A: That’s a great question. I think that surfing is first and foremost about having fun. So my hope is that people can go surfing and enjoy the ocean for many generations to come. It’s sad for me to go to a place where you can’t get in the water because there is so much pollution. I hope we can reverse that.