Originating from Australia in 1969, Hot Tuna is one of the first iconic surf-fashion labels. The brand continues today, as in its original form, to embody authenticity, creativity and non-conformity.

While some of the other original surf-brands have become mainstream or gone mass-market, Hot Tuna has remained true to its origins.

Today Hot Tuna is more likely to be found at core surf retailers or in fashion boutiques, rather than in the tourist and souvenir shops of its fellow original “Australian” brands that decided to become everything for everyone.

Hot Tuna maintains a cult-like status within the surf community around the world, while continually creating a fashion edge to its men’s, women’s and swimwear collections.

The creative foundation for Hot Tuna has always been counter-cultural in its expression, without taking anything too seriously, not least itself.

With a name like Hot Tuna – self importance is not an option.

The laid-back, non-impressed and ironic twist that is part of the Australian DNA, has always and will always, define Hot Tuna.

Our team of designers and graphics artists in Sydney, London and LA are happy to carry the original spirit of the brand forward and make certain that a 40 year old Piranha, that was supposed to be a Tuna - never, ever grows up.

In a world that is serious enough as it is and a bit over-populated with inflated egos, aggression, corporate greed and self-indulgence, our mission is to flow in the opposite direction.

That was the beat of Hot Tuna in 1969 and that is how it is still rocking today!

Niels Juul