Clothing

By ⋅ May 16, 2011

Aloha Apparel

Aloha Apparel

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.

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Discussion

4 comments for “Aloha Apparel”

  • munga barry

    im not really feelin it. all the brands are going in the same direction. oneill/vz/rusty look the same. tcss/rhythm/rake look the same. insight/rvca looks the same. its like the same or similar vibe. pretty soon sds and city beach will look like the ’boutique surf channel’ when quik/bong/rip bite into the same style as the smaller brands.

  • evan

    do they have a website?

  • MARGO

    Dude Aloha is in the air everywhere you don’t need a website. What up Munga lets surf soon I got a new Nev.

  • yosemite

    agreed munga. love to see one of the majors do something of their own. look at skate & snow, lots of different brands with different vibes/customers, where does the 90′s ‘punk’ surfer turn to now if they dont want to wear the throwback/boho look that nearly every brand is running?
    Surfing needs a ‘Creature’ and an ‘LRG’, and maybe even a something like ‘Hook Ups’ (best graphic theme ever). We don’t all want to look the same.