The co-founder of Youtube, Chad Hurley, has stepped down from his position as CEO of the company to work full-time on his menswear label, Hlaska. Hurley sold his position to Google for a whopping amount of $1.65 billion back in 2006.

Hlaska is a clothing line that focuses on business-type clothing and accessories. It was founded by Hurley’s business partner Anthony Mazzei in 1994. Some examples of items sold in Hlaska are short-sleeved collared button-downs, leather messenger bags and even laptop covers.

Hurley explained his change from geek to chic, “We make wallets, bags and shirts we’d want to see sold in stores. In that sense it’s exactly like YouTube. We wanted something that wasn’t available, so we built it ourselves.”

Hurley explained the meaning of Hlaska, “It’s a combination of Hawaii and Alaska. My business partner, Anthony Mazzei, and I love the dichotomy. Alaska and Hawaii are hot and cold states, small and large, and represent the last of America’s expansion. It’s that tension that we love.”

Hlaska stores are currently located in Palo Alto, San Francisco and San Jose. When they get bigger, they plan to open stores in Los Angeles and New York.

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