In an interesting move, we have another brand that has a big history in surfing making another go of it in the apparel sector. You remember Aloha? You’d have to. Davo, Hog and Dooma from the late 90′s, Mark Mathews and Richie Lovett in the early ’00′s all represented Aloha either for surfboards or apparel at some stage. Not that they disappeared entirely, but Aloha are back with a new apparel range for Hi Summer this year.
Being a summery range, they have focused on producing a small tight range consisting of (locally made) tee’s, boardies and a couple of walkies. We’ve been told that Aloha will be targeting the boutique surf channel and that art piece in the background of the shots is inspired by Andy Warhol’s theory of relative frame.