Local Motion Hawaii
Local Motion Hawaii is a 49-year-old Hawaii-based surf apparel brand and Minami Corp. subsidiary, selling branded t-shirts, boardshorts, and accessories through 7 retail stores in Hawaii and California, a global Shopify e-commerce storefront, and a dealer/wholesale network, anchored by the annual Surf Into Summer amateur contest.
- Company typePrivate
- Founded1977
- HeadquartersHonolulu, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Local Motion Hawaii does
Local Motion Hawaii is a Hawaii-rooted surf apparel brand founded in 1977 by Robert 'Rob' Burns in Kailua, Oahu, operating today as a wholly-owned subsidiary of Tokyo-based Minami Corp. following its 1991 acquisition. The company's core product is branded surf wear — t-shirts, boardshorts, hoodies, aloha shirts, hats, dry bags, and lifestyle accessories — sold primarily through seven company-owned retail stores across Oahu (Ala Moana Center, Windward Mall, Koko Marina Center, Outrigger Reef Waikiki), Maui (Lahaina Gateway), and California (Huntington Beach), supplemented by a Shopify-powered global e-commerce storefront supporting eight currencies and a wholesale Dealer Zone portal. Sub-brands include Hawaiian Style and Kahala Sportswear, and the portfolio is extended through collaborations with Hawaiian Airlines, Slowtide, Tag Aloha Co., Aloha Collection, and Actions of Aloha. Heritage, Re-Issue, and a 2026 50th Anniversary collection monetize archival brand equity.
The business operates a direct-to-consumer retail model with one-time transactional pricing at $20-$75 per apparel unit, an event-driven community layer anchored by the annual Surf Into Summer amateur surf contest (held since 1985 at Ala Moana Bowls, drawing 325+ competitors and WSL QS1000 credentialing since 2015), and a content/distribution layer across Instagram, Facebook, YouTube, Vimeo, and email. Underlying technology is non-proprietary: Shopify for commerce, Google Analytics for traffic, and standard PCI-DSS payment gateway integration. The company sustains a roster of named team riders (including WSL competitors Keanu Asing and Tia Blanco) and surfboard shaper partnerships (Tokoro, Schaper, RandD, Fineline) that reinforce cultural authenticity. No public revenue, headcount, or funding disclosures are available.
Local Motion Hawaii firmographics
Firmographics- Name
- Local Motion Hawaii
- Legal name
- Local Motion, Inc.
- Website
- https://localmotionhawaii.com
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Local Motion Hawaii is a 49-year-old Hawaii-based surf apparel brand and Minami Corp. subsidiary, selling branded t-shirts, boardshorts, and accessories through 7 retail stores in Hawaii and California, a global Shopify e-commerce storefront, and a dealer/wholesale network, anchored by the annual Surf Into Summer amateur contest.
- Ownership category
- akta.pro rank
Local Motion Hawaii industry classification
Industry- Product category
- Surfwear Retail
- NAICS
- Sporting Goods Retailers (45911), All Other Amusement and Recreation Industries (71399)
- SIC
- Retail-Apparel & Accessory Stores (5600), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Swim & Surf Performance Wear (CRAAAEAG)
- akta.pro secondary industries
- Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI), Surf, Kitesurf & Wind Sports Adventures (THAJABAK), Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ)
Keywords
Where Local Motion Hawaii is headquartered
LocationHeadquarters
- HQ city
- Honolulu
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Local Motion Hawaii business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Apparel Sales: Primary revenue from direct sales of surf wear including t-shirts, boardshorts, aloha shirts, hoodies, tank tops, and accessories through retail stores and e-commerce.
- Accessories and Hardgoods: Revenue from accessories including dry bags, hats, license plate frames, drinkware, decals, towels, and umbrellas.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Apparel products - various price points |
| Unit Pricing | Pay-as-you-go | Surf contest entry |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Local Motion Hawaii product offering
Product offeringCore offering
Local Motion Hawaii designs, sources, and sells Hawaiian-themed surf apparel (t-shirts, boardshorts, aloha shirts, hoodies, tank tops) and lifestyle accessories (hats, dry bags, decals, drinkware) through 7 company-owned retail stores across Oahu, Maui, and California, plus a Shopify e-commerce storefront. The company also hosts the annual Surf Into Summer amateur surf contest at Ala Moana Bowls, drawing 325+ competitors and serving as the brand's flagship community event.
Product overview
Local Motion Hawaii is a premium surf apparel brand founded in 1977, operating as a Shopify-hosted e-commerce store with 7 retail locations. The product portfolio centers on two sub-brands: Local Motion (primary) and Hawaiian Style (secondary), offering t-shirts, tank tops, long sleeves, hoodies, and fleece for men, women, and kids. The company runs several collaboration product lines including Aloha Collection bags, Tag Aloha Co. pareos, Slowtide towels, and Hawaiian Airlines co-branded apparel. Special collections include Heritage (vintage-inspired), Re-Issue (archive reprints), and the 50th Anniversary limited-edition line. The accessory range encompasses hats, dry bags, decals, and drinkware. The company also hosts the annual Surf Into Summer amateur surf contest at Ala Moana Bowls.
Differentiator
Problem solved
Functional benefit
Brands
- Hawaiian Style: Sub-brand offering men's, women's, and kids surf apparel and lifestyle wear.
- Aloha Collection
- Tag Aloha Co.
- Slowtide x Local Motion
Products and services
- Local Motion Brand Apparel
Companies that use Local Motion Hawaii
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Local Motion Hawaii technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Local Motion Hawaii partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor.
- Hawaiian AirlinesminorCollaboration featuring apparel products inspired by Hawaiian Airlines' iconic wings. Includes hats, vintage tees, and long sleeve shirts. Designed for today while appreciating Hawaiian heritage.
- SlowtideminorCollaborative towel products featuring Local Motion branding. Includes quick-dry towels made from post-consumer waste materials (plastic bottles). Products include Geo Palm, Hibiscus Edition, 80s Wave, and Iconic Board designs.
- Tag Aloha Co.minorPareo collaboration featuring Hibiscus Tile design. Local Motion x Tag Aloha Co. product line.
- Aloha CollectionminorBag collection collaboration including reversible totes, small pouches, crossbody bags, and daytripper totes. Products feature Hawaiian-inspired designs like Heliconia, Hibiscus Stamp, and Aloha Garland patterns.
- Wade Tokoro (Tokoro Surfboards)minorFeatured surfboard shaper whose boards are ridden by top surfers including Dusty Payne, Mick Fanning, Sunny Garcia, Jamie O'Brien, Julian Wilson, and Keanu Asing.
- Carl Schaper (Schaper Hawaii)minorFeatured shaper who has worked with team riders including Love Hodel, Jesse Merle Jones, Leila Hurst, and Keanu Asing. Developed boards with pro Bonga Perkins for high-performance longboard and SUP surfing.
- Ricky Carroll (RandD Surf)minorFeatured shaper known for versatility from kneeboards and noseriders to big wave guns and high-performance shortboards. Began shaping at age 12.
- Ron Maize (Fineline Glassing)minorFeatured surf industry partner offering surfboard glassing services from Wahiawa, Oahu. Known for fine sand finishes and also provides AKU shaper cutting, resin art, and custom airbrush services.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Local Motion Hawaii competitors and assessment
Company assessmentBroad incumbents
- Hurley: Surf apparel and wetsuit brand owned by Nike, offering a broader portfolio of boardshorts, t-shirts, and accessories. Hurley competes with Local Motion in surf apparel but operates at significantly larger scale under Nike's distribution umbrella.
- Patagonia: Outdoor lifestyle brand with deep surf heritage offering apparel, wetsuits, and gear. While broader in category scope, Patagonia competes with Local Motion for the surf and environmentally-conscious consumer willing to pay premium prices for authentic outdoor brands.
- Vans: Surf and skate lifestyle brand owned by VF Corporation, offering footwear, apparel, and accessories. Vans competes with Local Motion in lifestyle surf apparel but operates at massive scale across multiple action sports categories.
- PacSun (Pacific Sunwear): Multi-brand youth and surf apparel retailer carrying Quiksilver, Billabong, RVCA, and other surf brands. PacSun represents the dominant wholesale distribution channel through which Local Motion's competitors reach the same teen and young adult consumer.
Direct peers
- Billabong: Iconic surf apparel brand offering boardshorts, t-shirts, wetsuits, and accessories. Billabong operates in the same surf-lifestyle category as Local Motion, targeting the same demographic of surfers and beach lifestyle consumers globally.
- Volcom: Action sports lifestyle brand producing surf, skate, and snowboard apparel. Volcom directly competes with Local Motion in surfwear categories while extending into adjacent action sports that share the youth lifestyle consumer.
- RVCA: Action sports and surf-inspired apparel brand offering t-shirts, boardshorts, and accessories. RVCA targets the same surf and lifestyle consumer demographic as Local Motion Hawaii with comparable price points and distribution.
- Rip Curl: Australian-based surf brand specializing in wetsuits, boardshorts, and search-driven surf apparel. Rip Curl competes directly with Local Motion in core surf apparel categories and targets a similar enthusiast and lifestyle consumer base.
- Quiksilver: Global surf apparel brand and direct category competitor. Quiksilver sells men's, women's, and kids' surf-inspired apparel, boardshorts, and accessories through its own stores and wholesale channels, competing head-to-head with Local Motion Hawaii for the same surf-lifestyle consumer.
Regional players
- Hawaiian Island Creations (HIC): Hawaii-based surf shop and apparel retailer founded in 1973. HIC competes with Local Motion directly in the Hawaii surf apparel retail market and represents the closest regional competitor in terms of heritage and product overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Local Motion Hawaii social profiles
Digital presenceLocal Motion Hawaii compliance and trust
Trust signalCompliance1 record
Local Motion Hawaii financial estimates
Financial estimateRevenue estimate
Valuation estimate
Local Motion Hawaii leadership team
Management profileNumber of profiles
Local Motion Hawaii subsidiaries and ownership
Company hierarchySubsidiaries6 records
Local Motion Hawaii funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Local Motion Hawaii M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Local Motion Hawaii
What does Local Motion Hawaii do?
Local Motion Hawaii designs, sources, and sells Hawaiian-themed surf apparel (t-shirts, boardshorts, aloha shirts, hoodies, tank tops) and lifestyle accessories (hats, dry bags, decals, drinkware) through 7 company-owned retail stores across Oahu, Maui, and California, plus a Shopify e-commerce storefront. The company also hosts the annual Surf Into Summer amateur surf contest at Ala Moana Bowls, drawing 325+ competitors and serving as the brand's flagship community event.
Is Local Motion Hawaii a public or private company?
Local Motion Hawaii is a private company. It is classified as corporate owned and is currently operating.
When was Local Motion Hawaii founded?
Local Motion Hawaii was founded in 1977. It employs 51 to 100 people.
Where is Local Motion Hawaii based?
Local Motion Hawaii is headquartered in Honolulu, United States, in the North America region.
How does Local Motion Hawaii make money?
Two revenue lines are on record. Apparel Sales are the primary driver. The others are accessories and Hardgoods.
Who are Local Motion Hawaii's main competitors?
Broad incumbents on record are Hurley, Patagonia, Vans and PacSun (Pacific Sunwear). Direct peers are Billabong, Volcom, RVCA, Rip Curl and Quiksilver. Hawaiian Island Creations (HIC) is listed as a regional player.
Does Local Motion Hawaii have an API?
No public API is recorded for Local Motion Hawaii.
What industry is Local Motion Hawaii in?
Local Motion Hawaii's product category is Surfwear Retail. Its primary akta.pro industry code is CRAAAEAG, Swim & Surf Performance Wear, with a secondary code of CRAMABAI, Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories). Its NAICS code is 45911 and its SIC code is 5600.