Up And Riding For Youth

Yu Shing Ting
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Wednesday - January 17, 2007

Locally owned Up & Riding is known for promoting a fun and healthy surf and skate lifestyle for today’s keiki. But they also want them to be good students.

As part of its newly launched ‘Get the Grades, Get the Goods’ campaign, kids can bring in their report card (through the end of February) and get $3 to use in the store for every A or equivalent they earned in the last grading period.

“We are really excited about this promotion as we want to encourage all kids to excel in school,” says Shyrah Maurer, who is part owner of Up & Riding along with husband Steve Maurer and friend Jake Mizuno.

Up & Riding is located at Ala Moana Center and Pearlridge and offers “all the top surf and skate brands” for kids from 3 months to 16 years old. Brands include Quiksilver, Billabong, Hurley, Volcom, O’Neill, Element, Roxy, Independent, Rip Curl, Da Kine and more.

“We are adding new brands as they venture to kids and toddler sizes,” says Shyrah. “We also seek to promote boardriding activities for kids. Our team riders range in age from 7 to 15 years old.”

Up & Riding also recently launched its online store (www.upandriding.com), which allows customers to shop from home and then the choice of having their merchandise shipped to them (free shipping with a $75 purchase) or picking it up at the store (free of charge).

“We have been considered as the first multi-brand hardcore surf shop exclusively for kids in the nation, and we are excited that it began in Hawaii, where surfing was born,” adds Shyrah. “Many of us have grown up with these brands and are now having kids. Naturally, we want them to share our experiences and our love for the sport they represent.”

At Pearlridge, Up & Riding is located in Uptown II near Pricebusters. At Ala Moana, it’s on the street level, mauka, next to Barnes & Noble. For more information, call 955-7433.

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