Page 4 - MidWeek Windward - Sep 1 2021

4 SEPTEMBER 1, 2021
Kailua’s HIC Celebrates Its 50th Anniversary As A World-renowned Surf Brand
FROM PAGE 1
encouraged us — we were keeping busy! The shapes may not have been the best, but we just enjoyed being in the water.”
It was Jimmy who came up with the idea of start- ing their own store in Kai- lua, selling items they were interested in. In the early years, they would sell bikes and surfboard kits with ma- terials to BYOS (build your own surfboard) like foam blanks, fiberglass and resin. Throughout the years, the brand grew. Stephen remem- bers key moments, like the gasoline shortage in 1973 that led to a huge increase in bike sales, which gave them capital to expand the surf- board and clothing business. During the skateboarding boom, they opened their first surfboard factory on Cane Haul Road in Wahiawā. And, in 1980, they opened their store in a prime location: Ala Moana Center.
The business allowed the brothers to do some- thing they were passionate about and also have fun, like traveling to California and Japan for surfing contests. They also fondly remember the large surf industry trade shows during the ’90s and 2000s. They’ve given back to the community by partnering with nonprofits like Boys & Girls Club of Hawai‘i, Ac- cesSurf and the O‘ahu Chap- ter of Surfrider Foundation.
In honor of its 50th anniversary, HIC has a limited-edition commemorative shirt (seen on founders Jimmy and Stephen Tsukayama, above) and a special Surf Pac collaboration with Zippy’s. Like the sport of surfing itself, HIC’s Kailua store has grown and changed to adapt to the times. LAWRENCE TABUDLO PHOTO/ PHOTOS COURTESY HAWAIIAN ISLAND CREATIONS
“It’s been a long and fun ride,” says Stephen.
“Also, people were con- fined at home and the only thing to do was watersports, so there were a lot of en- try-level people interested in swimming, boogie boarding and surfing. That helped us survive.”
tomers. Customers have been really supportive especially pandemic,” he says.
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During the shutdown, when the business was shut- tered for a total of three -and- a-half months, they were forced to pivot by focusing on e-commerce. It turned out to be a blessing as the online business took off.
“We try to focus our at- tention on events and orga- nizations that involve shar- ing our love of surfing and protecting the environment,” Stephen adds.
For their 50th anniversa- ry, they’re celebrating with a limited “50 Years of Aloha” commemorative T-shirt, as well as a Surf Pac product collaboration with Zippy’s. And, once the coronavirus pandemic allows, they are hoping for a grand party with HIC ‘ohana, including current and former employ- ees, team riders and business partners.
“We appreciate our com- munity in Kailua and our cus-
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