Surf Line Hawaii

Photos by Nathalie Walker

In a most unexpected location – a Kalihi warehouse across from Oahu Community Correctional Center – is a colorful retail store filled with a variety of fashions and equipment for the surf and outdoor lifestyle enthusiast.

In addition to men’s and women’s apparel and accessories, Surf Line Hawaii, the creator of Jams, offers Zodiac and Surf Line Hawaii boats, surfing canoes, stand-up paddleboards, limited edition surfboards and more. Some of the brands you’ll find are Jams World, Surf Line Hawaii, Bills Khakis, Zenfari, Karl Peters, C4 Waterman, Kuhl and Silver Brand Jeans.

Jenna Forti and Kiele Schwinn

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Jenna Forti: Jams World ‘Esme’ dress in topaz $133, Kiele Schwinn: Jams World knot front modal strapless top in black $60, Jams Wor ld flare pants in topaz $111, Tommi Sea Cruiser bike $998

“Our store is a visual journey through our company’s passion for the outdoor lifestyle,” says Summer Holcomb, operation manager retail stores. “We’ve come full circle to our company’s roots when Dave and Keanuenue Rochlen started their clothing business out of the original Surf Line Hawaii store in 1964. We offer a unique shopping experience and a variety of merchandise that you cannot find anywhere else.”

From now through Aug. 11, Surf Line Hawaii has teamed up with Hawaii Fashion Incubator (Hifi) for a pop-up retail event showcasing the work of 16 local designers from Hifi – 1979, Arkotec, The BASE Project, Ecolicious, HI Loves Art, Jen Stone Jewelry, Katrina Langford, Maui Thing, Mamanu Kids, Organik, Salty Girl, Sasaki Bags, Soluna Designs, Stir Crazy, UMEE and Vers Hawaii. “We wanted to give local designers a place to show and sell their work and are very excited for what this partnership may lead to,” says Holcomb.

Surf Line Hawaii is located at 411 Puuhale Road. For more information, visit or call 847-5985.