Jams World At Royal Hawaiian Center

Yu Shing Ting
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Wednesday - June 16, 2010

Jams World has opened its flagship boutique at Royal Hawaiian Center in Waikiki, offering the latest in its trademark colorful apparel including Original Jams from 1964 as well as surfboards, paipo boards, swim trunks and jewelry.

“Jams World is all about being different, colorful, individual and confident,” says Mark Tsuda, CEO of Surf Line Hawaii and Jams World. “The clothing stands out. It’s based on actual art pieces and therefore is stylized to be artistic.”

Surf Line Hawaii, the corporate name covering Jams World, is a family-owned business established in 1964 by David Rochlen. The company added resort leisure fashions and the Jams World brand in 1986.


Now headed by Rochlen’s son, David “Pua” Rochlen, Jams World has three stores (Royal Hawaiian Center, Shops at Mauna Lani and Ward Centre), as well as products in more than 800 stores worldwide.

“All apparel is made in spun crushed rayon, which makes the material feel like a very light cotton,” adds Tsuda. “The fabric is made in Japan, but everything is cut and sewn in Hawaii in the factory that has been in the same location for 32 years.”

The brand first became popular when it appeared in 1965 on the cover of LIFE magazine in a story about the surfing lifestyle. Since then, it has built a great following of fans, including former sumo champion Konishiki, for whom the company has been making clothing for many years.

For more information, visit www.jamsworld.com or call 922-6040.

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