ABOUT

HNL SURF CLUB

We are a Native Hawaiian surfer-owned and operated brand, born in Hawai‘i and inspired by the ocean, the ʻāina, and the culture that raised us. Our mission is to create modern surf lifestyle clothing that honors our heritage while representing the new era of surf and streetwear.

Our Roots

“Heʻe nalu ka moʻomeheu Hawaiʻi – Surfing is Hawaiian culture.”

Surfing was not just a sport in Hawai‘i — it was a way of life. As Native Hawaiians, we carry that kuleana (responsibility) to protect, perpetuate, and represent surf culture authentically. HNL Surf Club was built to share that legacy with the world, while creating pieces that reflect both our heritage and our generation.

The Brand

Our collections are designed for the modern surfer and lifestyle mover — made to flow from the beach to the city, from Hawai‘i to wherever the waves take you.

  • Minimal, elevated streetwear silhouettes

  • Inspired by surf, rooted in culture

  • Created by Native Hawaiian surfers for the global surf community

Each drop is a statement: surf culture, redefined through Hawaiian eyes.

Join the Club

HNL Surf Club isn’t just a clothing line. It’s a movement, a community, and a reminder of where surfing truly comes from. When you wear HNL Surf Club, you carry a piece of Hawai‘i, and you stand with Native Hawaiian surfers who continue to protect, live, and breathe surf culture.

“E ola ka moana.” – Long live the ocean.