Industry Press Release

Dakine Celebrates Hawaiian Heritage with Inaugural Surf Apparel Collection for Spring 2015


Hood River, OR (June 24, 2014) — Dakine is making waves in the surf market with the launch of its spring 2015 apparel collection and newly expanded surf division, Dakine Hawaii Surf. The line of surf apparel, a first-ever in the brand’s 35-year history, focuses on men’s boardshorts and junior’s swimwear in addition to wovens, knits, flannels and fleece.  The spring ’15 surf offering will also include an expanded line of hardgoods and accessories landing at specialty shops globally and online in February 2015.  All development, sales and marketing for Dakine Hawaii Surf will take place from its Southern California offices in Irvine with coordination between the brand’s headquarters in Hood River, Ore. and facilities in Maui and Oahu, Hawaii.

“We are really stoked to announce the launch of our new men’s and junior’s apparel collections and to bring a renewed focus to our surf division,” said Mike Madlener, president of Dakine Hawaii Surf.  “The new spring lines build on Dakine’s commitment to quality, performance, and innovation, but there is also a strong sense of place, building on our Hawaiian foundation and honoring the spirit of aloha that is so important to the brand. Our team worked around the clock to bring this line to market and I think it will resonate with our specialty retailers and end users as relevant and well considered, with a deeper identity and positive messaging.”

Men's Lifestyle ApparelMen's Polebender ShortThe world’s best watermen have trusted Dakine’s surf hardgoods and accessories for over three decades and the brand’s launch into surf lifestyle apparel builds upon this history. The new men’s portion of the collection focuses on boardshorts with modern prints, lively colors and hand-painted designs by celebrated Hawaiian artist Martial Crum.  All boardshorts feature durable elements such as a Comfort Close Fly with rash-free binding, internal drainage and lightweight, high performance materials.  MSRP $48-$60.

The full men’s surf apparel range includes flannels, woven tops, knits, fleece, walkshorts and a split peak category that can be worn in and out of the water for an effortless fusion of lifestyle and performance. MSRP $22-$125.  Each piece is thoughtfully designed to celebrate a waterman’s lifestyle from surfing and SUP to ocean fishing and various land pursuits.  Joining Dakine’s accessory team of professional surfers, Albee Layer and Steph Koehne have signed on to represent the brand as the first lifestyle riders.

Junior's Kiki Top and Makana ShortJunior's Ale Neo Crop JacketIn addition to men’s, the new apparel program