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Founded By David Kelly in 1996 - 30 Years of Hawaiian South Shore: A Journey of Growth and Community

Hawaiian South Shore, a fixture in Honolulu's surf community, traces its roots back to humble beginnings influenced by family entrepreneurship in Okinawa. The story begins with the founder's grandmother, whose business acumen in Okinawa left an indelible mark. She ran various businesses, including a used clothing operation where she maintained exceptionally high standards, carefully cleaning and boiling all garments to ensure quality and cleanliness for her customers

Growing up in Okinawa, the future founder gained valuable business experience through his uncle's construction company. Despite his uncle's limited English skills, the young entrepreneur-to-be became the bridge between the business and its military tenants, collecting rent, addressing maintenance issues, and handling various responsibilities including painting and repairs.

What sets us apart?

Sustainable Brands
Gear from eco-conscious names like Outerknown and KLLY—designed for surfers, made for the planet.

Hard-to-Find Gear
Specialty products you won't see in big-box stores. Every item is handpicked by real surfers.

Authentically Hawaiian
Born in Honolulu in 1996, we bring a local lens to the global surf community.

Expert Help, No Pressure
Our team surfs. We know our gear. And we're here to help, not upsell.

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