Iconic Brands: A retrospective

On June 18, 1960, the shores of Lahaina, Maui, were alive with excitement as surfers and spectators gathered for the First Annual Lahaina Invitational Surfboard Paddling Races. Sponsored by the Maui Surf Club, this event marked a pivotal moment in Maui’s surfing history, celebrating both the spirit of Aloha and the thrilling sport of surfing in a formal competition setting. Surfboard paddling races were more than just a display of athleticism—they were a homage to Hawaii’s longstanding connection to the ocean. The event brought together local surfers and visitors who shared a passion for the waves and a love for Hawaiian culture. Unlike modern surfing competitions focused on wave-riding skills, these early contests highlighted the endurance, strength, and balance of surfers as they navigated their boards over long distances. The Lahaina Invitational captured the charm of Hawaiian surf culture in the 1960s, a time when surfing was beginning to grow internationally yet retained its unique local traditions. The Maui Surf Club, known for fostering community among surfers and organizing local events, played an instrumental role in promoting and preserving surfing as a vital part of Hawaiian identity. Their events were more than competitions; they were gatherings of community, family, and friends, celebrating the joy and beauty of surfing in the islands. This event poster, with its playful illustration and hand-drawn map of Lahaina, evokes the nostalgic feel of early Hawaiian surf culture. It reminds us of a simpler time, when surfing was as much about the shared experience as it was about the sport itself. For surfers in the 1960s, the Lahaina Invitational wasn’t just a race—it was an opportunity to come together, honor tradition, and share in the camaraderie of the ocean. Today, the legacy of events like the Lahaina Invitational lives on in Maui and throughout Hawaii. They paved the way for modern surf competitions while preserving the island’s unique surfing heritage. At Malibu Shirts, we are inspired by the rich history of Hawaiian surfing, and our designs aim to honor the aloha spirit that defines Hawaii’s surf culture.