In4mation Parts Ways with Lewers Street Store; Opens Aloaha Army Surf Shop

Press Release

• July 11 2008
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OFFICIAL PRESS RELEASE - WAIKIKI - JULY 10, 2008 - The word “ Aloha ” has several definitions in English.  Hello.  Goodbye.  Love.  Beloved. Sweetheart.  Loving.  Furthermore, “ Aloha ” can also be defined as warm-hearted emotions like, kindness, grace, charity, sympathy and compassion.

In these multiple meanings of this iconic, Hawaiian sentiment, In4mation, Hawaii’s premiere
retailer and brand of skate and streetwear, bids farewell to their second retail store on Lewers
Street.  While welcoming ALOHA ARMY, a surf shop dedicated to the advancing new brands,
to the Waikiki Beachwalk.  Hello and Goodbye.

“Since we opened the second In4mation store in Waikiki we noticed that we were losing out on providing the visitors something we all grew up with, which is Aloha,” says In4mation founder, Jun Jo.  “The Aloha Army concept was born as a way to have a separate indentity between the skate and surf markets. We didn’t want  to clash skating and the street with surfing and the beach.  But, we wanted to give the same experience of
In4mation in a more surf friendly vibe.”

Riding on the wave of love for unique fashion styles, Aloha Army is committed to giving new brands a chance to grow in the surf market.  A lot of shops are dictated by the bigger brands and don’t have the oppurtunity to break free with an alternative clothing company.  Aloha Army aims to distribute new and different surf brands to Hawaii, the mecca of Surfing.  Sympathy and Compassion.

“ We have noticed that there is a new renaissance in surfing and that everyone who participates has gotten alternative in their fashion sense,” says Jo.  Aloha Army will offer a new type of retail experience accentuated by a wide variety  of surf clothing companies.

“ Atwater is a brand that we grew close to since we got to become great friends with owner Dean Bradley.  Insight is on the cusp of not  only being a surf brand, but a brand that makes an impact on high fashion and its retailers, ”  says Jo. “ Pidgin Orange is a brand that understands the roots of Hawaii and the humor of our cultures, while RVCA are the leaders of the new movement in the surf market. ”  The Waikiki store will also feature original apparel by the  In4mation and Aloha Army brands.

MISSION STATEMENT

Aloha Army is a surf  lifestyle shop presented by In4mation, located on the second floor of Waikiki Beachwalk, dedicated to spreading the ‘Aloha spirit’ by offering a different retail experience.  By distributing unique surf clothing companies like, ATWATER, INSIGHT, PIDGIN ORANGE, RVCA, as well as offering other brands like CROOKS & CASTLES, VANS, DIAMOND SUPPLY CO. and their own IN4MATION and ALOHA ARMY, this shop provides consumers a unique alternative in the ever expanding and ever standardizing surf industry.  Captained by three-time Japanese Professional Surfing  Champion and wave-riding trendsetter, Jun Jo, Aloha Army perpetuates love, compassion and hospitality.  March to the beat of a different drum- Aloha Army.