FABRIC OF FLORENCE: JOEL CENTEIO

Joel Centeio is our General Manager of Hawaii, whose passion for surf, adventure, and community makes him a vital part of the Florence team. With decades of experience in the surf industry and a deep-rooted connection to the North Shore, Joel is helping shape the brand while staying true to the values that define it.

A Day in the Life

Joel has been with Florence since its inception in 2021, but his journey with the Hurley and Florence families spans over 20 years. His role started in sales and has since expanded to overseeing Florence’s operations in Hawaii.

“I do sales, marketing, events, store builds, and much more… Haha! I work with everyone at this amazing brand but mainly Pat O—I probably speak to Pat at least four times a day.”

For Joel, joining Florence wasn’t unexpected—it felt like a natural continuation of his long-standing relationships.

“Nothing really unexpected, as I’ve been working with the Hurley family for over 20 years and have known the Florence brothers since they were kids.”

Joel’s day-to-day involves everything from growing the brand’s presence in Hawaii to ensuring that Florence remains true to its roots. His hands-on approach reflects the brand’s commitment to authenticity and innovation.

The Inspiration to Get Outside

When he’s not driving the brand forward, Joel is embracing the Florence ethos in his own life. His passion for the outdoors extends beyond surfing—he and his family own a farm on the North Shore, called Beach to Farm.

“We love to get out there and grow our own food, hunt, and most of all, we love to surf!”

Whether he’s in the water, on the farm, or bringing people together through the brand, Joel embodies the adventurous spirit that Florence stands for.

Growing Florence Beyond Hawaii

Joel’s professional goals align closely with his personal values—he wants to see Florence’s reach expand beyond its core community while staying true to its roots.

“For me, I love what the Florence brand stands for. I want to continue to grow awareness of this brand outside of Hawaii. It’s a special thing to work for a brand that is passionate about the same things I am, both personally and professionally.”

In His Own Words

• TEST PILOT – R&D is key. We have the ultimate test pilots in the Florence brothers.

• EQUIPMENT MODERN – Always elevating product, leading with innovation, and having a point of difference.

• NORTH SHORE TESTED – Heavy water, where our product is put to the test.

• GET OUT THERE – Live life outside!

Joel Centeio is a key piece of the fabric that makes up Florence. He’s not just growing Florence’s presence in Hawaii—he’s growing a culture that encourages everyone to get out there and live life to the fullest.