📱

Call/Text: +1 (808) 597-9055

Proud Veteran Owner
💳

Financing Available

Ride Today, Pay Later

INTRODUCING FIREWIRE'S

TJ HULL RIDER

Taylor Jensen's game-changing longboard with gentle hull bottom design. Experience complete control and smooth rail-to-rail flow that makes every wave feel effortless.

GET IT NOW!

PYZEL SURFBOARDS

WHITE TIGER

Originally shaped as a side project for John John Florence, the White Tiger quickly became his go-to fun board—featuring a stubby design with concentrated volume up front for effortless paddle power and lightning-fast speed generation. Experience the perfect balance of playfulness and precision that keeps JJF coming back for more

TRY IT YOURSELF!
Hawaiian South Shore Daylight Deluxe surfboard bag

Hawaiian south shore

Daylight Deluxe 2.0

Protect your board with our Daylight Deluxe Surfboard Bag 2.0—built for day trips, airline travel, and long-term storage. Whether you're heading to the beach or boarding a plane, this surfboard bag delivers the perfect mix of convenience, fit, and function.

GEAR UP AND GO!
Wax Fresh in blue color lifestyle picture

Surfboard Wax Remover

WAX FRESH

Give your board a fresh start with the Wax Fresh Surfboard Wax Remover. This smart tool helps you strip old wax fast, making room for a fresh layer with better grip and control under your feet.

FRESH BOARD. BETTER RIDE!

FLORENCE MARINE X

BOARD SHORTS

Tough, lightweight, and ready for anything. Made with bluesign®-certified, recycled materials and feature 4-way stretch and water-repellent fabric. Whether you're surfing, paddling, or fishing, these boardshorts are built to move with you and handle the elements.

EXPLORE THE COLLECTION

Latest Surfing News

BLOG POSTS YOU'LL ENJOY

About Hawaiian South Shore

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.

Read More