Hi-Cru emerged in 1971 at the height of California surf culture, when the T-shirt was evolving from a simple undershirt into a canvas for personal expression. It's heavyweight construction, high neckline, chest pocket and rich colors made it the preferred blank for surf shops, competitions, magazines and artists. Through its connection with Roger Peterson’s Adventure Designs and legendary artists such as Rick Griffin and Bill Ogden, Hi-Cru became inseparable from the golden age of surf graphics—before changing tastes and mass production caused the brand to disappear.

This Hi-Cru revival brings that original spirit back with remarkable authenticity. The shirts retain the fit, quality and character of the vintage originals, using American cotton and Los Angeles knitting, sewing and screen printing. Original artwork from the Artist at Large archives will be reproduced in partnership with the artists’ estates and Adventure Designs, with the first collection printed by Roger Peterson on his vintage 1978 press. Launching with BEAMS in summer 2026, the new Hi-Cru is less a nostalgic reissue than a continuation of an unfinished story—reviving one of the defining garments of surf culture as though no time has passed.