Celebrating 55 years: Surfline Hawaii opens new pop-up at Ala Moana

Now open through May 2020

Sponsored by Jams World

This year, Surfline Hawaii is celebrating 55 years of color, freedom, difference, and love. In honor of the milestone, you can visit its new pop-up shop at Ala Moana through May 2020. HI Now host Kanoe Gibson is checking out the new space and all its offerings.

One of the things you’ll find at the new pop-up is an anniversary print. Owner Pua Rochlen put it together for his father in honor of 40 years. However, in honor of 55 years, Surfline Hawaii did a collaboration with Japanese designer Hiroshi Yamada. In the collection, you’ll find funky hoodies, shoes, and zip jackets all using prints from the 60’s, the inspiration behind the collection.

If you’re looking for something even more unique, wait until you see the jumpsuits!

“My dad rode motorcycles, and this is what he tuned his bikes in,” says Rochlen. “His buddies all wanted a pair, so we made a bunch of these.”

There’s even an area showcasing some classic pieces from back in the day handpicked from the Surfline Hawaii library — and now you can buy these pieces of fashion history at the Ala Moana pop-up!

About Jams World & Surf Line Hawaii
Founder Dave Rochlen grew up at the beach in Santa Monica, California. He was a lifeguard, surfer, dirt bike rider and paddle board racer who enjoyed the carefree Southern California lifestyle. He visited Hawaii and met native Hawaiian surfer girl Keanuenue Ka’eo, whom he married in 1953. He appeared on the cover of LIFE Magazine in 1949 as an icon for this new beach lifestyle, and again in 1954 in underwater scuba gear as the stuntman for Disney’s 20,000 Leagues Under the Sea. Dave later opened a surfboard shop called Surf Line Hawaii on Kona Street in Honolulu. Inspired by a group of Russians in their pajamas on the cover of Life Magazine, Dave asked his wife to cut a pair of Hawaiian print pajama pants into shorts for surfing. JAMS, short for pajamas, were born.

For more information: facebook.com/JamsWorld1964, IG: @jams_world, Twitter: @jamsworld