Sponsored by Jams World and Surf Line Hawaii
For more than 50 years, Surf Line Hawaii and Jams World have made their mark on Hawaii’s clothing industry. HI Now host Kanoe Gibson visited their largest and most unique storefront as it celebrates its first year at International Market Place.
The store opened its doors in December 2017 under the name Surf Life Hawaii. The location offers a different experience from their other retail stores because it also includes a gallery showcasing the company’s unique history and all of the brands that have emerged since the original surf shop in 1964.
Today, Jams World’s pieces mainly consist of contemporary women’s silhouettes and men’s Hawaiian shirts. Jams World is an art-focused brand with patterns replicated from original, hand-painted pieces of art selected from around the world. The art is then printed onto fabric in Japan using premium screen-printing processes that use over 15 screens to give it the depth of color and vibrancy of the original paintings. These bright, bold colors are what make Jams World pieces unique.
Jams World and Surf Line Hawaii continue to expand. In November 2018, the company opened another store at Ala Moana Shopping Center, which has a similar feel to the location at International Market Place.
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.