Hawaiian South Shore's Founders Story

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.

Military service proved to be another formative chapter, teaching crucial lessons about planning and execution. After his ship was re-homeported in Hawaii and went through drydock, he transitioned to civilian life, first working at a tour company before moving to Atlantis Submarines. The stability of this position, complete with a 401(k) and profit sharing, provided the foundation for his future venture.

Initially, the dream was to open a restaurant. After befriending a Japanese restaurant family and working for free for three months, he realized the restaurant industry wasn't his calling. It was during this time that he had begun surfing, and his surfing companions suggested opening a surf shop, particularly one
that could cater to both English and Japanese-speaking customers.

Using his 401(k) funds, Hawaiian South Shore was established in its current location. The name itself was a collaborative effort, suggested by locals from the Kaiser area who had taught the founder how to surf. The early days proved challenging, with established shops in the area actively blocking access to
desired brands. One brand representative even admitted they couldn't sell to the new shop for fear of losing other accounts.

This obstacle led to the first of many successful pivots. Recognizing the popularity of outlet stores, the business began sourcing clothing from LA brands. The shop then expanded into skateboarding, creating their own brand called 320SS with help from a designer who had worked with Stussy. This move proved
successful, leading to partnerships with major skate brands and shoe companies.

The transition into surf retail, the original vision, came through a connection with Wendell Kong, who facilitated a relationship with renowned shaper Wade Tokoro. A breakthrough partnership with ...Lost

Surfboards, which was just beginning at the time, helped establish Hawaiian South Shore in the surf industry.

Throughout its evolution, Hawaiian South Shore maintained a unique identity by focusing on surf gear and boutique clothing, emphasizing quality and premium products. The shop has grown to become a respected name in the surf industry, forming partnerships with legendary shapers and brands while maintaining its commitment to the local community.

This year marks 30 years of Hawaiian South Shore, a testament to the founder's ability to adapt, persevere, and build lasting relationships within the surf community. From its origins inspired by family business lessons in Okinawa to its current status as a premier surf retailer in Honolulu, Hawaiian South Shore continues to embody the entrepreneurial spirit and commitment to quality that has defined it from the beginning.