Waikīkī Beachboy: The Collection opened its doors in 2010, in a tiny location off Kaʻiulani Avenue, under the name First Break Waikīkī. Owner’s Ted and Traci Bush, named the store after their beloved surf break in Waikīkī, the big wave surf spot known as “First Break”. The store was created to be a complement and satellite to their parent company, Waikīkī Beach Services (WBS), a surf school and beach concession that has operated in Waikīkī since 1955. The store originally sold a collection of beach and swimwear, as well as ocean-inspired accessories and jewelry.

In 2014, the store officially rebranded as “Waikīkī Beachboy: The Collection” to more closely align to its parent company WBS and to pay homage to the numerous Waikīkī Beachboys (and Beachgirls) who have worked for WBS over the years. The WBS logo has become synonymous with Waikīkī Beach and has been worn by many well-known Beachboys and surf instructors for the last 65+ years. In answer to the demand from WBS surf students, guests and customers, Waikīkī Beachboy: The Collection began selling its own line of WBS/ Waikīkī Beachboy branded retail items: UPF 50+ rashguards, shirts, outerwear, hats, accessories and tote bags. The store has also had the opportunity to collaborate with some well-known brands like Sanrio, and featured a Hello Kitty surf line.

In the summer of 2019, Waikīkī Beachboy: The Collection, found it’s forever home in the breezeway of the Royal Hawaiian: A Luxury Collection Resort, aka, the Pink Palace of the Pacific. Opening in 1939, visitors from around the globe flocked to this hotel via steamship travel and would stay for weeks on end. Enterprising young watermen, found a way to earn a living by imparting their knowledge and love of the ocean, surfing, paddling, swimming, diving, and general merry-making with the hotel guests. These unofficial ambassadors of Aloha soon became known as the Waikīkī Beachboys.

Waikīkī Beach Service's honorʻs their history as oldest surf school in Waikīkī, through perpetuating the legacy of the Beachboys, beyond the role as aloha ambassadors and sharing traditions of surf culture in the birthplace of surfing, but as stewards of the ocean environment as well. The Beachboys and girls today start their day with daily morning beach cleanups as a regular part of the routine. Waikīkī Beachboy: The Collection and all retail desk locations offer a variety of reef friendly sunscreens by Bare Republic, and Sun Bum mineral line. In order to maintain the legacy of the Beachboys, products are featured that take a look back into the history of these legends at the shop. Stay tuned for the release of our Beachboy collection honoring the key beachboy and girl figures in the coming up of Waikīkī Beach Services over the years since 1955 when the company was founded.