Celebrating Skateboarding’s original surfing heritage through a collaborative project with iconic Hawaiian print manufacturer Hoffman California Fabrics. Rube P. Hoffman founded Hoffman California Fabrics in 1924 after he relocated his family from NYC to LA. Today the company is still family owned and is run by the founders’ son Walter Hoffman, Element Pro rider Greyson Fletcher’s great great grandfather.
Hoffman fabrics is founded in Los Angeles by Rube Hoffman, an experienced textile importer originally from NY
Rube’s sons Walter and Flippy bring their influence to the business. As avid surfers and frequent travelers to Hawaii, they introduce hand-dyed and batiked prints to their customers.
Herbie Fletcher becomes the first person to be documented skateboarding in an empty backyard swimming pool; barefoot on a home-made board with clay wheels
Skate and surf worlds collide when Walter ’s daughter Dibi, also an accomplished surfer, marries Herbie Fletcher.
Dibi and Herbie’s son, Christian Fletcher, changes the face of surfing forever as he introduces aerial surfing and skateboarding style to the surf industry masses with the cover of surfer magazine.
Christian Fletcher becomes a father to Greyson Fletcher, the first of the Hoffman-Fletcher family to become a professional skateboarder.
Element releases the Hoffman Collection supported by Greyson Fletcher.