ABOUT

The word “Aloha” has several definitions in English.  Hello. Goodbye. Love. Beloved. Sweetheard. Loving. Furthermore, “Aloha” can aslo be defined as warm-hearted emotions like, kindness, grace, charity, sympathy and compassion.

In these multiple meanings of this iconic, Hawaiian sentiment, In4mation, Hawaii’s premiere retailer and brand of skate and streetwear, bids farewell to their second retail store on Lewers Street.  While welcoming ALOHA ARMY, a surf shop dedicated to the advancing of new brands to the Waikiki Beachwalk.  Hello and Goodbye.

Riding on the wave of love for unique fashion styles, Aloha Army is committed to giving new brands a chance to grow in the surf market.  A lot of shops are dictated by the bigger brands and don’t have the oppurtunity to break free with an alternative clothing company.  Aloha Army aims to distribute new and different surf brands to Hawaii, the mecca of Surfing.  Sympathy and Compassion.

“We have noticed that there is a new renaissance in surfing and that everyone who participates has gotten alternative in their fashion sense,” says Jo.  Aloha Army will offer a new type of retail experience accentuated by a wide variety of surf clothing companies.

“Atwater is a brand that we grew close to since we got to become great friends with owner Dean Bradley.  Insight is on the cusp of not only being a surf brand, but a brand that makes an impact on high fashion and its retailers,” says Jo.  ”Pidgin Orange is a brand that understands the roots of Hawaii and the humor of our cultures, while RVCA are the leaders of the new movement in the surf market.”  The Waikiki store will also feature original appareal by the In4mation and Aloha Amry brands.