JETTY launches in Europe starting with its Spring 2027 Collection
On the anniversary of its 75 years of expertise in the world of board sports, HOFF has announced the launch of the American brand JETTY into the European market.
Starting from January 2027, JETTY’s Spring 2027 collection will be distributed in Europe by HOFF to speciality retailers. The pre-order tour will begin in June 2026, marking the official launch of the brand on the continent.
This new collaboration illustrates HOFF’s commitment to continue detecting and developing authentic brands capable of establishing themselves sustainably in the European board sports culture. For over seven decades, HOFF has been supporting the establishment and development of international brands in the world of surf, skate, and lifestyle board culture in Europe.
Based on a deep knowledge of the market and a historical connection with specialised retailers, the company has distinguished itself by its ability to identify high-potential brands and establish them sustainably in the European ecosystem. Over the years, HOFF has notably contributed to introducing and developing on the European market brands that have become essential, such as SANTA CRUZ, REEF, RHYTHM, and C1RCA. This unique experience, combined with a strong network of retail partners and a keen understanding of market trends, enables HOFF to continue its mission today: to bring forth the brands that shape the surf and lifestyle culture of tomorrow.
JETTY represents the authentic surf/outdoor spirit of the American East Coast. Founded in 2003 in New Jersey, Jetty was born from a group of surfers’ passion for the ocean, creativity, and coastal communities. Unlike many historic brands from the West Coast, Jetty was built around the unique surf culture of the American East Coast, shaped by harsh winters, powerful storms, and a deep connection to the sea and the vastness of the shoreline.
In this demanding environment, where surfing, fishing, and coastal exploration are part of daily life, the brand developed a vision that goes beyond the simple surf universe to fully embrace an outdoor spirit inspired by nature and life by the ocean. From the start, Jetty aimed to create clothing designed to accompany outdoor life, inspired by marine landscapes and crafted with respect for the environments that make this culture possible.
At the heart of Jetty’s identity lies a philosophy that has guided the brand since its inception: “Draw Your Own Line”. More than just a slogan, this signature expresses the brand’s mindset: charting your own path, staying true to your values, and creating freely without following conventions.
Born from the East Coast surf culture in America, Jetty is built around a community of creators, surfers, artists, and independent spirits sharing the same vision: living the ocean in their own way and shaping their own course. Through “Draw Your Own Line”, Jetty invites everyone to write their own story — in the water, on the beach, or in everyday life — and to uphold what makes surf culture so unique: freedom, creativity, and independence.
At the heart of JETTY’s identity is a deep commitment to protecting the marine environment. The brand notably created the JETTY Rock Foundation, an organization dedicated to ocean preservation and supporting coastal communities affected by natural disasters. JETTY also strives to reduce the environmental impact of its collections by prioritizing more sustainable materials and manufacturing processes and with production designed for product longevity. This responsible approach, now essential for a new generation of consumers, naturally aligns with the brand’s vision: to create ocean-inspired products while contributing to its protection.
.With the arrival of JETTY in Europe, HOFF aims to offer retailers a brand capable of resonating with the new market expectations: authenticity, responsibility, and real surf culture. The first collection distributed in Europe will be Spring 2027, available in stores from January 2027. Pre-order tours for European retailers will begin in June 2026, allowing specialized stores to discover the brand’s universe and participate in its market launch.
In an evolving retail landscape, the arrival of JETTY offers specialised stores a strong and differentiating alternative, driven by an authentic story and genuine commitment. With its historical expertise in brand development in Europe, HOFF will support JETTY’s establishment with a selective distribution strategy, favoring retailers who share the brand’s values and its connection to surf culture.
For any inquiries, collection presentation, or appointment scheduling for pre-orders, European retailers can contact the HOFF team. Sales Manager : Benoît Dewez – [email protected] and Marketing Manager : Benoît Brecq – [email protected]
