Fashion Tribe

Hifi Pops Up at Surf Line Hawaii Ocean-Lifestyle store

July 17th, 2012

surf2Nadine Kam photos
Hifi member designers featured at popup boutique within Surf Line Hawaii Ocean-Lifestyle Store were introduced by Hifi co-founder Melissa May White, right.

Surf Line Hawaii/Jams World Hawaii and Hawaii Fashion Incubator (Hifi) hosted a launch party July 11 for their first store-within-a-store collaboration, Hifi Pops Up at Surf Line Hawaii Ocean-Lifestyle Store.

Fifteen Hifi member designers' merchandise is prominently displayed right at the front of the store, and I thought their jewelry, accessories and clothing for men, women and children meshed perfectly with Surf Line/Jams World and other lifestyle apparel, active wear and ocean gear.

The Hifi roster: 1979, Arkotec, the BASE Project, Ecolicious, JenStone Jewelry, Katrina Langford, Maui Thing, Mamanu Kids, Organik, Salty Girl Jewelry, Sasaki Bags, Soluna Designs, Stir Crazy, UMEE, and Vers Hawaii.

The pop-up continues through Aug. 11, and a strong response may lead to more collaborations in the future.

The Surf Line store is hard to miss at 411 Puuhale Road, across the street from OCCC. I was worried about the parking situation, but neighbor Electric Union graciously allowed guests to park on their property. The owner keeps birds, and I love birds, so I made a detour to meet his ringneck parakeet, a giant compared to the green ones flying around, and he was proud to announce his bird loves to eat chicken! So do my parrots!

surfmMamanu Kids apparel photographed against the backdrop of Surf Line's towering display of  vintage motorcycles.

surf floorThe Hifi Coop's decoupage floor is replicated at the popup.

surfhiLooks like carved wood, but it's not! The BASE Project bracelets are carved from recylced PVC.

surfsuitsThe vintage style of 1979's swimwear.

surf1Henry Kapono Kaaihue was shopping with his wife Lezlee.

surf5The always stylish Lesli-Ann Yano, in Marc by Marc Jacobs.

surf4UMEE designer Deena White Tearney shows her "From Hawaii With Love" T-shirt. In the background is Retail Therpy, Hawaii's Cori Mackie, who designed the Hifi display.

surf3Mom to be Katrina Langford, left, picks up some tips from Mamanu Kids' Anna Zinn.

surflabelsThe outside wall of the Surf Line store was covered in Hifi designer logos.

surftsOrganik T-shirt display.

surfredKona Red and Peligroso Tequila proved to be one potent combination. I had to leave after one.

surf6I liked the rustic furniture put out for guests, including little Karlee Luis.

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