Surf Line Hawaii

Yu Shing Ting
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Wednesday - August 03, 2005

Jams World, known for its better women’s and men’s print and color inspired resort wear, has reintroduced its Original Jams by Surf Line Hawaii - a nostalgic line with its own contemporary twist.

“We never left our water roots,” says Pua Rochlen, son of the founder Dave Rochlen and now president of Surf Line Hawaii. “We have always tried to create clothing that was different and colorful and made us feel good. We are carrying on the tradition started 40 years ago by my father - a tradition and philosophy that combines the best of color, freedom, difference and love.”

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Jams’ origin was from the ocean with a surfboard shop called Surf Line Hawaii located across the street from Ala Moana Center. The store carried mostly surfboards from legends such as Yater, Hobie, Bing, Lopez and Aipa. During that time, Dave Rochlen, a surfer, deep-sea diver and former Santa Monica lifeguard, had trouble finding clothing that he thought was “fun, colorful and unique.” So he created his own.

Today, the Surf Line Hawaii collection is broken down into three groups - nostalgic bottoms, nostalgic nylons and contemporary nylons. Prints from the ‘60s and ‘70s are blended in with new looks culled from the streets and beaches of Europe and Asia.

The company also will be co-branding with some world-class surfboard shapers like Randy Rarick, Renny Yater and Bill Hamilton in making custom, limited-edition longboards.

Surf Line Hawaii products can be found all over the continental U.S., the Caribbean, Mexico and Japan. On Oahu, they’re available at Downing Hawaii, Excel, Hawaiian South Shore, Macy’s, Surf Garage and online at www.surflinehawaii.com

- YU SHING TING


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