New Rogue Island collection delivers superior traction, available at huk.com
CHARLESTON, S.C. (May 6, 2026)—Huk, the leading manufacturer of performance fishing apparel and footwear, is expanding its footwear lineup into a new silhouette with the launch of its first-ever flip flop line, built from the ground up and powered by its Grip-X traction technology. Building on the proven success of the Rogue Wave franchise, this expansion marks a significant step in extending Huk’s performance-first innovation into everyday styles, purpose-built for core, on-the-water audiences. In a move to bring innovative, performance footwear solutions directly to its community, Huk is launching its new flip flop line through its direct-to-consumer channel at huk.com.
Demand for the new Rogue Island performance flip flop exceeded expectations, with Huk’s pre-sale inventory selling out in just three hours, reinforcing the excitement around performance footwear built for serious time on the water.
“At Huk, we’re obsessed with solving the challenges that anglers face, and stability on the water is critical,” said
Bryan Johnston, CEO of Huk. “This launch represents a strategic evolution for the brand. We’re taking our proven Grip-X technology, known for best-in-class traction performance, and now expanding into a new category.” At the foundation of this expansion is Grip-X, Huk’s traction technology engineered to solve one of the most persistent challenges anglers face: maintaining secure footing on wet, unpredictable surfaces. Designed specifically for environments like slick boat decks, docks, and rain-soaked terrain, Grip-X features an advanced outsole pattern mapped for 360-degree grip, while integrated microchannels evacuate water to maintain maximum contact on saturated surfaces. The result is consistent, all-direction traction that enhances control and confidence in motion, now brought into Huk’s new flip flop collection to deliver performance-level stability in a more versatile, everyday silhouette.
The collection is headlined by the Rogue Island Flip Flop, a design that brings Huk’s proven performance innovation to an everyday style. Built on Grip-X technology, the Rogue Island is engineered for life on and around the water, pairing superior traction with a waveform footbed, durable toe post, and a comfort-stretch strap for a secure, all-day fit.
“We didn’t just want to make another flip flop; we wanted to build one centered on the trust we’ve pioneered with our Rogue Wave deck boots, sold to over one million anglers,” said Brent Brauner, Director of Product Marketing at Huk. “By pairing the Grip-X outsole with the waveform footbed, we’ve created a product that performs on a slick boat deck without sacrificing all-day comfort for life off the water.”
The Rogue Island Flip Flop is available now at huk.com for $85 MSRP. It launches in Grey, Mud, and KC Sharkskin Camo, with additional colors arriving early summer 2026.
Complementing the lineup, Huk will also introduce the Rogue Summer Flip Flop later this season. Powered by Grip-X technology in a more lightweight silhouette, the Rogue Summer offers a versatile, dependable option for beach days and beyond at a $45 price point.
About Huk
Huk was founded in 2014 to redefine fishing gear with innovative, performance-driven apparel and footwear that inspires bold, adventurous lives on and around the water. Engineered for comfort and durability, Huk’s award-winning designs span technical fishing outerwear to all-day sun protection to versatile off-water style. Advanced technologies integrate ICE cooling features, moisture-wicking fabrics, and superior UPF ratings – trusted by guides, captains, and pro anglers alongside adventure-seekers of all ages. The brand’s full-throttle energy and vibrant, color-forward styles geared for men, women, and kids are core to its inclusive, fun-loving community. Built for every outdoor pursuit, Huk is driven by the joy of chasing extraordinary experiences no matter the forecast, staying true to its motto: “First to the Fish.” For more information, visit huk.com.
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