Generation Next

BY Kai Andersen | May 24, 2017 | Feature Features

O‘ahu's Salvage Public is your new summer wardrobe.
Wela floral shirt in black, $130, and Kaimuki denim jacket, $320, Salvage Public, Ward Village Shops

Island menswear is getting into gear, thanks to a new wave of forward-thinking gents. Among the vanguard of labels to watch is O‘ahu’s own Salvage Public, founded by Joseph Serrao, Noah Serrao and Napali Souza. Based out of Kaimukī—the Honolulu 'hood best known for its buzzy cuisine scene—the trio has stayed faithful to its local roots while adding contemporary elements that make the pieces wearable in warmer climes around the world. “We offer fresh takes on the classics,” says Joseph. “We like to take pieces that are in every guy’s wardrobe and create a connection to Hawaiʻi, whether it’s through text, imagery, story, manufacturing or collaboration.” And style watchers have been taking notice. For instance, the brand got a well-deserved nod from The New York Times’ style bible, T Magazine, as one of five Hawai‘i surf labels to watch in 2016. Then there is Japan, where the label has been turning heads at trendseeking retailers like Beams and United Arrows. For spring/summer 2017, Salvage Public’s latest outing continues to focus on easy-to-wear staples with graphic appeal. Think smart tees, as well as button-down shirts that play off alohawear motifs, and, of course, bold surf shorts that catch the eye in and out of the water.

“We can’t help but go back to the feeling of summer on the South Shore around this time of year,” says Joseph of the playful aesthetic. And in a welcome twist, denim jackets pay an homage to island heritage with sewn-on patches inspired by Hawaiian quilt work. The season's other big draw: Wovens and shorts are manufactured right in Honolulu. Ready to stock up? Then head to Salvage Public’s outpost at Ward Village Shops’ South Shore Market in Kaka‘ako. Select products are also available at Greenroom Gallery, The Modern Honolulu and other island retailers.

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