Surf Couture

September 4, 2014 | By Waikiki Magazine Team

Japan-born 24Karats SURF takes Waikiki’s laid-back, shore-front surf culture a step up. Since opening its doors in 2010, 24Karats has plugged a retro spin in styles inspired by Hawai‘i’s wave riders.

Strolling Beach Walk, this beachy-chic flagship store merits a browse. 24Karats unisex casual wear adopts seductive influences from American pop culture, circa 1970. Retro handwriting graphics and DIY techniques stitched into every tee, 24Karats shoppers will find unique vintage separates to suit their lifestyle.


Pause to refuel at the always-open coffee bar, which brews Waialua beans from O‘ahu’s North Shore. Sweet tooth? 24Karats’ host of collaborative dry goods—buttermilk pancake mix and chocolate-dipped mac nuts—satisfies guests from 11 a.m. to 10 p.m. daily.

“Here at 24karats SURF, we strive for uniqueness and comfort. We are the only location in the world, and we don’t have an online store,” shares Seiya Yoshida, assistant manager. “So, the only way to get our merchandise is to come on down to our store in Waikiki and check it out for yourself!”

Once inside, keep your eyes peeled for shades-wearing shoppers. 24Karats is favored among Japanese celebrities.

24 Karats SURF
280 Beach Walk [C:6 Waikiki Map]
(808) 924-0024