Limited-Edition Next Generation Boardshort collection
Designers spent hours looking through archival samples, art, and everything in between for inspiration, perpetuating a legacy its founder Dave Rochlen started in 1964. Incredible collections that have emerged since the original shop opened 55 years ago, there are countless treasures in the archives to create something special. The art pieces chosen for this collection highlight two important eras in the company’s history
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David Rochlen III
Grandson of founder Dave Rochlen, keeps the stylish legacy alive. Rochlen demonstrates how these board shorts tick all the boxes when it comes to fashion and function. These technical surf shorts are crafted with an ocean lifestyle in mind. Each piece features a back pocket, 7-inch inseam, velcro fly closure, and fabric blend: 30 percent cotton, 62 percent polyester, 8 percent spandex.
Our founder, Dave Rochlen, grew up at the beach in Santa Monica, California. He was a lifeguard, surfer, dirt bike rider and paddle board racer who enjoyed the carefree Southern California Lifestyle. He had a degree from UCLA in Industrial Psychology. Like many others in his generation, his involvement in World War II changed his outlook on life forever. He visited Hawaii and met native Hawaiian surfer girl Keanuenue Ka'eo, whom he married in 1953. After the war, he returned to California to work for the Rand Corporation as a Systems Analyst. He appeared on the cover of LIFE Magazine in 1949 as an icon for this new beach lifestyle, and again in 1954 in underwater scuba gear as the stuntman for Disney's 20,000 Leagues Under the Sea. In 1962, Dave was transferred to Hawaii for work and "uncomfortable with the government industrial complex" left his job and opened a surfboard shop called Surf Line Hawaii on Kona Street in Honolulu.