Classic Surf Style Lives Again in Santa Monica

The Hawaiian prints and summer colors of Original Jams surfwear were fashion icons of the 1960s. The brand’s classic surf look rode a wave to Santa Monica, Calif., on April 8.

The owners of the Jams World boutique, at 3110 Main St., redesigned the store to devote half of its space to Original Jams clothing. The revamped Original Jams line is not a carbon copy of the collection first worn by surfer dudes, said Pua Rochlen, president of Surf Line Hawaii and owner of the boutique and Original Jams.

First, the demographic now skews toward women ages 18 to 38. Second, the collection uses a different fabric: a cotton-like, breathable nylon produced by surfwear pioneer Hoffman California Fabrics, based in Mission Viejo, Calif. Original Jams’ price points range from $48 for men’s boardshorts to $80 for women’s jackets.

Hawaii-based Surf Line might open a flagship store in Waikiki in 2007, according to Rochlen. —Andrew Asch