/vɜr-ˈzɜr/ (vur-zur)
A relaxed, emphatic expression of absolute agreement, certainty or confirmation.
"Are we snowboarding this weekend?"
"Vurzur."
Born in the Cascades, Reborn in the Pacific
Vurzur began in 2013 in a shared house in Seattle. It started with three friends—myself (Alex), Paul, and Tyler—and an obsession with the Pacific Northwest outdoors. Whether we were split-boarding the backcountry or chasing powder at the resort, our life revolved around the next adventure.
The name comes from an old snowboard film where a rider with a heavy accent pronounced "for sure" as "Vurzur." It instantly became our code. It was our way of saying "Yes."
“Want to hit that line?” Vurzur.
“Ready to go?” Vurzur.
We printed a few shirts, built a website, and lived the brand in the mountains. But as life moved on, the project went dormant—until now.
Ten years later, the landscape has changed, but the feeling hasn’t. Swapping snow for saltwater, my obsession shifted to the ocean. Vurzur is back as an adventure foiling and surf brand. From the silence of deep powder to the glide of foiling in waves, we create gear for those who always say "yes" to the elements.
Vurzur. For sure.
Meet the Founder: Alex
I grew up in the Chicago suburbs, where my life was originally defined by winter. Until I was 19, I was obsessed with snowboarding—if I wasn't on a board, I was thinking about it.
That changed when I went to study abroad in Australia. It was there that I was finally introduced to the ocean. I bought a surfboard my first week, and the obsession instantly shifted from snow to sea. I knew right then that the ocean would always be a part of my life.
Life eventually took me to the Pacific Northwest to work at Amazon, then into a camper during COVID where I met my wife. That journey led us to Baja, Mexico, where we built a home and I discovered foiling.
For years, sitting in the lineup waiting for the next set to roll in, my mind was always working. There’s a lot of time to think between waves. I found myself constantly analyzing gear, identifying problems, and dreaming up solutions. I had a head full of product ideas, but no vehicle to build them.
Now, I finally do.
I started The Foil Kook to document the learning curve, and I brought Vurzur back to life to execute on those ideas. I’m backing this new venture with 14 years of retail experience working with industry giants like Hurley, Volcom, Quiksilver, Oakley, and Billabong. I’ve spent my career learning what makes gear last, and now I’m using that knowledge to build the brand I always wanted.