Industry News

DA HUI SURF Apparel Relaunches at ASR September 3

Surfersvillage Global Surf News, 4 September, 2008 : - - A new era of DA HUI SURF apparel and accessories has been launched in 2008 with DA HUI founder and current President Eddie Rothman inking a new five year licensing deal with Best Kept Resources in Los Angeles.

DA HUI, an iconic name in the world of surfing and surf culture since it came to be in the Seventies when a group of Hawaiians banded together to look out for their cultural interests and Hawaii's surfing heritage, particularly out on the North Shore.

From those beginnings a brand developed and although it has had it's up and downs as an apparel and accessory resource with this new licensing deal a new era is in front of the company.

Heading up the new DA HUI SURF division is Chris Turner an apparel veteran in sales from the department store world with years of experience in dealing with the surf brands at that distribution level "We're very excited to be involved with DA HUI. This is a great brand with a long history that we can put our decades of manufacturing experience behind to deliver quality clothing to the marketplace".

First and foremost is new product focused on the key surf categories of trunks, tees and walkshorts with styling inspired by Hawaiian heritage with a fresh young design team at the helm.

Of course the centerpiece of the new line is the iconic Da Hui surfer logo, arguably one of surf culture's most recognizable from the year's of exposure from Da Hui surf team, the Da Hui Back Door Shootout and massive mainstream exposure in movies like "North Shore", "Blue Crush" and TV series "Boarding House" and "The 808", even punk music veterans The Offspring recorded a song about Da Hui "Don't F*#K with Da Hui" on an album earlier this decade.

This new line will debut at ASR, San Diego Booths 2511-2513 for Spring 2009 delivery.

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Industry - Surfersvillage