“I have always loved to surf and collect vintage, so it’s been really fun growing this business,” says Holoholo Surf shop owner and designer Julie Stone, who also created the bohemian luxe swimsuit line Posh Pua. “We opened to create a surf- and alohawear shop with a focus on vintage-inspired styles and where modern surfboards and ancient-style papa he‘e nalu could be side by side.”
This Maui-favorite Hawaiian-style surf shop in the heart of Makawao opened in 2017 with a mission to embody the island surf culture. PHOTO BY RYAN SIPHERS PHOTOGRAPHY
Specializing in modern mu‘umu‘u and alohawear designed in-house, her favorites right now are the comfortable, loose-fit Malie Muu dress and the lightweight, rayon aloha shirts. All surfboards displayed are made in Hawai‘i by Manuela Shapes and Second Gen Shapes.
“The papa he‘e nalu in-store are family heirlooms shaped by my father,” she says. Holoholo Surf also serves as Stone’s Posh Pua flagship store. Shoppers can rest assured that this swimsuit line is made for the active. “Our Posh Pua Ipo one-piece fits everyone who works here great,” she says, “and we all surf test it.” holoholosurf.com
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