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Hot & Cute & Smart & Nice

We are a luxury surf and lifestyle brand, born on the north shore of Maui, Hawaii. Founded by Ho’okipa surf sirens Mirabai James and Lani Doherty, the brand embodies Maui’s luxe beach lifestyle and aims to promote positivity, inclusivity, and friendship.

Shop the look!

Handpicked surf-chic styles from Maui’s finest. Dive into luxury, and let your wardrobe rip it up.

Shop the look!

Handpicked surf-chic styles from Maui’s finest. Dive into luxury, and let your wardrobe rip it up.