Our Story
The KNOK surf hat was created by Michael “Micky” Hurst and his father - now KNOK’s warehouse manager - in Australia in October 2024. At the time, protective surf hats were evolving. Mick’s old man was impetuous and full of ideas; Mick was a perfectionist, insisting on modification after modification. He fell in love with the concept of creating the world’s best surf hat, and that collaborative energy planted the seed for something truly special.
On February 2nd, 2026, on the ski slopes of Niseko, Japan, Mick’s life was tragically cut short by a rare and unknown heart condition that affects one in seventy thousand people. Yet over the following four days - amid snowfields and tears - KNOK 2 was born.
Mick’s sister, Maddy Hurst, said with clarity and conviction, “Keep KNOK going.” Mick’s creative, grief-stricken but strong partner, Ella Robins, asked if she could help - and she did.
KNOK’s earliest retailers were strong, independent, long-standing surf stores. Their humility, resilience, and unwavering commitment were deeply inspirational. Phil Newman, “The King” from Trigger Brothers, offered his support, as did many others in the surf community.
Today, KNOK is run from a warehouse renamed the Chairman’s Lounge. The original Chairman’s Lounge is a tent-yurt hybrid that doubles as a bar and café at the base of the Moiwa chairlift. Mick worked at Moiwa Lodge and ran the open mic music sessions on Monday nights.
Mick’s vision was simple and powerful: “Where Style Meets Safety.” The KNOK SISTERS - Maddy and Ella - are committed to honouring that vision while adding their own creativity. They welcome you to the journey ahead.
