Founded by Todd Hilleard in 2018, Noxen is a surf label with community and cause at the very core of everything we do and every product we produce.

Like most big ideas Noxen was spawned by an opportunity to fill a gap in the market. A personal endeavour to find a poncho towel that fits has grown into a reputable surf label with a cult like following. As the home of New Zealand's premium hooded towel, Noxen has become the brand of choice for practical, good looking, quality gear for everyone from pro's to groms to grandparents.


More than just a clever wee tagline, Ride Every Wave is an ethos we live by in both the literal and metaphorical sense. Just like the waves we ride every day life can be up and down, it can be messy, you can get slammed or pushed down and it can feel like everything is just too overwhelming.

Hey guys, Todd here.

Surfer, lifestyle entrepreneur, dad, mental health advocate and living proof that talking is walking.

It wasn't that long ago that life was very different for me. As an officer in the New Zealand Police I had my career path set but after a series of significant life threatening events I was quickly introduced to my 'black dog' and my battle with mental health began. 

Since then I've connected with many different people on many different mental health journeys and if that's the reason you're here to, then welcome home.

Customer reviews
Customer reviews
“This is the third poncho I've purchased from Noxen. Friendly and prompt customer service, great quality towel. My son uses his after swimmings lessons to get dry and stay warm. Love the green colour!”
— Kylie