Hawaiian South Shore's Founders Story
From Dream to Destination: The Hawaiian South Shore Story
"You're making a huge mistake." That's what people told me when I left my stable career 30 years ago to chase a dream called Hawaiian South Shore. Standing now in our bustling surf boutique—where world champions like Kelly Slater, John John Florence, and Carissa Moore trust us with their gear—that "mistake" has transformed into a legacy that continues to ripple through the surf community in Hawaii and beyond.
Okinawan Roots: Where It All Began
The story of Hawaiian South Shore begins not with surfboards, but with resilience. Growing up with my Okinawan grandmother, I witnessed true entrepreneurial grit in action every day. After the war, while others struggled, she built a thriving used clothing business, purchasing items from military personnel and transforming them into livelihoods for our family. In parallel, my uncle leveraged a small government loan backed by my grandmother to build several homes, converting them into apartments that would support generations to come.
As a young man, I became the family's bridge between cultures—collecting rent from English-speaking military families because I spoke both Japanese and English. My uncle made sure I didn't just collect money; he had me perform maintenance on the properties too. "You need to understand every part of the business," he'd say. Those early lessons in responsibility and work ethic would become the foundation of Hawaiian South Shore's approach decades later.
From Military Service to Entrepreneurial Vision
My journey took me through four years in the Navy's communications field, working with crypto gear and other top-secret equipment during the Gulf War. This military experience instilled principles of structure and organization that would later become the backbone of our shop's operations.
After the military, my career path led me to become General Manager at a tour company where my bilingual skills proved valuable. Later, I worked at Atlantis Submarines giving tours in Japanese, driving tugboats, and performing maintenance on submarines and tugboats. I even conducted mooring dives as part of my responsibilities.
It was after building this diverse professional foundation that I made the bold decision that would change my life. Despite concerns from many, I left the security of my career and took a chance on starting Hawaiian South Shore. It was a significant risk, but one I believed in completely.
Navigating Rough Waters: Our Early Challenges
"It's been nearly three decades, and Hawaiian South Shore (320 Ward Ave, No. 112) is still going strong. The surf shop has been a staple in the Kakaako neighborhood since 1996, offering high-quality products, expert advice from staff members and caring customer service with a smile." — Magazine feature
The early days weren't all smooth sailing. Hawaiian South Shore faced stiff competition and was initially blocked by established surf shops in the area. This obstacle forced us to pivot strategically into streetwear, which was booming at the time. We developed an in-house brand and gradually found our way back to our surfing roots.
While my original concept was always to create a true "surf boutique," that vision wouldn't fully materialize until nearly a decade later. During this transitional period, we found innovative ways to grow, working with Japanese magazines in the pre-internet era. We created a unique business model where Japanese customers could purchase items from magazines, pay at 7-Eleven stores, and have their orders consolidated through a single shipping company.
This international connection opened doors to valuable collaborations with magazines and brands, including mini streetwear labels, all while maintaining our focus on surf culture. We even worked with industry legend Joe Tudor, serving as the Japanese distributor for his products and manufacturing wetsuits in the United States.
Building Our Reputation: The Deep Inventory Strategy
"One of the biggest things that sets us apart is the specialty surf boutique vibe and selection you can't find at other stores," explains manager Sean Steelman, who's been with the company for a decade. "We intentionally avoid stocking mainstream brands and products, instead carrying a unique, carefully vetted assortment that caters to discerning surfers."
Hawaiian South Shore distinguished itself by taking a fundamentally different approach from typical surf shops. Rather than carrying a wide range of brands with limited inventory, we chose to "go deep" into carefully selected premium brands, becoming known for our comprehensive selection and expertise in those lines.
This strategy paid off in exclusive collaborations, including two signature surfboards made exclusively for Hawaiian South Shore with Donald Takayama: the Opihi (the original first model is still treasured in our shop) and the high-performance Nose Rider called the Hawaiian. We also distributed Takayama's halo fins, which were shipped directly from overseas factories to Hawaiian South Shore before being partially redistributed to Takayama himself.
Through economic challenges including SARS, 9/11, and COVID-19, Hawaiian South Shore remained resilient. Each challenge forced us to innovate, adapt, and ultimately emerge stronger than before.
Where Surfing Legends Shop
Fast-forward to today, and Hawaiian South Shore stands as the nation's #1 dealer for Firewire Surfboards, selling more boards from a single location than any other shop in the country. We hold the same distinction with FCS and Future Fins, earning us early access to new releases and the privilege of announcing products to our insider community before general public release.
Our relationship with Thunderbolt technology dates back to its inception, making Hawaiian South Shore the world's leading dealer for this innovative surfboard manufacturing technology that continues to grow globally.
The reputation we've built attracts surfing royalty on a regular basis. Kelly Slater stops by to grab gear before trips. Recently, both John John and Nathan Florence visited the shop and we were able to conduct video interviews about their products, the development process, and the vision behind their creations. Seth Moniz comes in to pick up equipment before he heads out, and Ezekiel Lau—who practically grew up down the street—is a familiar face in our shop. Carissa Moore even trusts us to sell her used pro boards, which gives our customers the unique opportunity to own equipment ridden by a world champion.
These encounters become content for raw interviews that our customers appreciate for their authenticity. Our shop also features numerous video reviews filmed in-store, adding to our transparent and customer-focused approach.
Behind the Scenes: What Makes Us Different
Behind the scenes, Hawaiian South Shore operates with remarkable efficiency. Everything runs on meticulously developed systems, with regular team meetings ensuring every customer receives the same exceptional experience regardless of when they visit.
Our team's product knowledge sets us apart in the industry. As our manager Sean explains, "We go to exhaustive lengths to ensure our team has an encyclopedic knowledge of every product we carry. Brand reps give frequent in-depth training sessions that we meticulously record and review."
The Hawaiian South Shore Experience
First-time visitors to Hawaiian South Shore are often struck by our high-end boutique atmosphere. Many compare it to visiting a Ferrari or Porsche dealership—a place dedicated to premium surfboards and equipment without compromise. Our carefully curated selection focuses on quality over quantity, avoiding mainstream brands in favor of unique, carefully vetted products.
"If we don't use it ourselves out in the lineup, we simply won't carry it."
Our innovative website updates inventory every five minutes, allowing customers to use it for store pickup, curbside service, and pre-ordering new surfboards. For those who can't visit in person, we take care of mail orders that same day, shipping them out that evening from the main post office to ensure the fastest possible delivery.
The store offers a two-fold rental program serving both tourists and locals. People wanting to get back into surfing after a hiatus can rent boards daily or weekly without major commitments. For serious buyers, there's a rental program that allows them to try boards before purchasing, with up to two days of rental fees credited toward the purchase price (if bought within 30 days).
The Next Wave: Looking Forward
Walk into Hawaiian South Shore today, and you'll feel the culmination of a 30-year journey—but never its conclusion. As we approach our fourth decade, we're looking forward to many more years of serving the surf community we love.
We do what we love and our passion shows in everything we do. Going forward, we remain committed to learning and immersing ourselves in all the products that come out, ensuring our customers feel confident when they receive recommendations from us.
Our collaborative mindset continues to open doors throughout the surf industry. These partnerships build upon our history of exclusive collaborations with legends like Donald Takayama and select clothing brands that have helped define our unique position in the market.
Step into our boutique section, and you'll discover several limited edition brands that are only available at Hawaiian South Shore, curated and printed here in Hawaii.
As Hawaiian South Shore continues our journey, we carry forward our legacy of surf expertise, customer service excellence, and business innovation that has made us a Kakaako institution.
Our tagline—"Surf boutique, expert advice, and friendly staff"—perfectly captures what has made Hawaiian South Shore not just a surf shop, but a destination for surf enthusiasts from around the world for three decades and counting.
"Moving forward, we rededicate ourselves to being Hawaii's premier surf boutique—a place where expert advice from genuine surf enthusiasts combines with a thoughtfully curated selection of superior goods and apparel. We are stoked to continue serving this community we love so dearly."