[ MAUKA MAKAI ]
Flash Hansen is in step with summer fashion in board shorts and a T-shirt from Local Motion.
Surf culture rules
Board shorts with flashier
designs splash into stores
FOR THE typical local male who surfs, buying clothes to go the beach is a relatively simple process."Basically, they want a pair of shorts and that's it," says Hawaiian Island Creations' Weylin Oshiro. "They usually know what they want, (and) the majority of the time, they're in and out."
The rise in popularity of surf culture, however, has introduced a new type of consumer when it comes to beachwear. More people are spending upward of $50 on board shorts with more extravagant designs and a multitude of colors.
"Compared to before, they're a lot more into fashion," says Oshiro about the customers he sees at H.I.C.'s location in Ala Moana Center. That sentiment is shared by employees at a number of Honolulu surf shops.
Keeping an eye on Men's beachwear
Hawaii's most popular brands: Billabong, Quiksilver, Hurley, VolcomBrands to watch: All Bus, Bloodline, Moke Action, Mada, RVCA
* * *SOME OF the newest designs in men's beachwear take cues from the past while remaining edgy enough for the person who wants to stand out in a crowd.
"I wouldn't say it's retro," said Ikaika Bishop, an employee at Local Motion in Waikiki. He characterizes some of his company's newest offerings as "more like urban or hip-hop or rock star," but at the same time, "everybody buys aloha prints -- tourists and local people alike."
"It's part of the style," Bishop said. "(But) some of the tourists aren't as flamboyant with aloha prints."
At the Honolua Surf Company, employees Kai Kahoonei and Kari DePonte see a diverse clientele walk into their store at Ala Moana. Most local guys they see have the same mentality as DePonte's boyfriend when it comes to being stylish at the beach.
"(They) really don't care, as long as it's comfortable," she said.
Kahoonei agreed.
"I don't care," he said. "Board shorts and tank tops, that's about it. ... Same old stuff."
Kawika Kanae, left, and Hansen model more Local Motion beachwear.
THE MOST expensive piece of beach attire for guys is a pair of board shorts. Ranging in price from around $30 to well more than $50 per pair, most customers stick to brands like Billabong or Quiksilver. Board shorts that carry the labels of local shops also do relatively well.
Some manufacturers have also taken steps to increase the comfort of their offerings.
Companies like O'Neill, Rip Curl and Billabong have all released seamless board shorts, which help alleviate the chafing that traditional board shorts can cause when worn in the ocean.
"You can get some major rash" when the seams rub against your legs, says Town and Country Ala Moana assistant manager Keith Revestir. He bought a pair in the seamless design when it first appeared on store shelves and wasn't disappointed.
"(They're) super-light," he said. "Feels like you aren't even wearing anything."
At close to $60 a pair, seamless board shorts aren't for everyone. Hawaiian Island Creations decided to cut back on its offerings when customers weren't buying them.
Other designs with more modest changes, including board shorts made with different materials that stretch a little more than traditional brushed nylon, and some with Lycra sewn into the fly instead of the usual Velcro, have been more popular among customers unwilling to spend big bucks.
"To the real local guys, they always like the kamaaina (discount)," said Revestir. "A lot of people come in ... looking for deals."
Kawika Kanae proves that board shorts are practical, comfortable and fashionable, above and at right.
DON'T WANT to spend the money, but still need something to wear the next time you hit the waves? The popularity of surf culture on the mainland means national retailers like Old Navy are trying to get their piece of the beachwear pie.
A visit earlier this week to Old Navy's Ala Moana store found what was described as "swim shorts" on sale for just $12 a pair.
Champs Sports also offers board shorts for $24.99 each, or two pairs for $29.99. And at the more mainstream retailer Hilo Hattie, you can get a pair of trunks for $19.99 made by smaller labels such as Blue Surfer Sportswear, Palm Wave and Tina's Creations.
There's a definite difference in the type of materials used to manufacture the shorts found at such non-surf-specific stores like these, but for someone looking for the best deal, they represent an alternative to the specialty stores.
But, according to T&C's Revestir, "you know all the core guys will still come to the surf shops."
Says Sera's Surf and Sport manager Carol Yamamoto, "(Guys) just come in and buy what they like. ... A lot of them don't really care about the brands.
"The designs and colors -- that's what attracts them the most."
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