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About

We’re here to give aquatics a new identity.


Rory Lux is an independent swim brand based in Huntington Beach, California - an iconic city where the lifestyle has long been shaped by the locals’ love of the water. With its deep-rooted surf culture and world class aquatics programs and athletes, HB’s nonconforming, fresh spirit of athleticism is where we gather our roots.


Our mission is to create a vibrant counterculture in aquatics that’s all about redefining swimming and water polo. Through our products, we hope to engage and inspire swimmers and water polo players in our community to feel empowered and proud of the sport they love.

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