Hot Tuna is a world class surf brand born out of Australia. Hot Tuna fuses function, fit and fashion to develop surf gear and lifestyle apparel for outdoor and ocean lovers across the globe.

IBML’s strategy for Hot Tuna is to increase the distribution of products in the UK and on a global scale.


Throughout the 80’s and 90’s the Hot Tuna piranha fish logo was seen on boardshorts, hoodies and t-shirts at beaches across the world. Hot Tuna has sponsored surf events across the globe such as the WQS Hot Tuna Central Coast Pro at Soldiers Beach, the Hot Tuna Summer Classic at Gunnamatta Beach on the Victoria coastline in Australia and the Hot Tuna Summer of ‘69 at St Agnes in Cornwall (UK). As time has passed a long list of great surfers have worn Hot Tuna in their careers, including Trestles 2003 Champion Aussie Richie Lovett, World Masters Champion Robbie Page, former WCT top-5 rated Australian surfer Rob Bain, big wave surfer Beau Emerton, the naturally gifted surfer Drew Courtney, and the surfer famed for her smooth-as-silk front side cutback Shea Lopez.

Hot Tuna is a brand which has its roots at the beach, embracing the fun aspect of the surfing world through its cheeky sense of humour and cool approach to marketing. Hot Tuna takes an innovative view on surfing apparel through its quirky designs and technological advancements. This is captured in the piranha logo which represents the brands quirkiness, edge and original style. The current range expands across men, women and kids and includes, t-shirts, boardshorts, wetsuits, footwear and accessories.