One of the benefits of embarking on the Aloha Sunday journey is having the ability to align our personal and professional aspirations into one synonymous and passionate approach to living. Having the freedom to do whatever it is we want prior to opening the shop at 11am has given us the option of spending more time with others and usually results in more time in the water.

Last spring, without any real end goal, we began compiling footage from our morning surf...

Logged and assembled in the prowess of Hawaiiana meets La Nouvelle Vague, Trading Windward is a film trailer gracing the in-between moments of life as a Holiday, featuring complete looks from the Aloha Sunday SS13 Collection.

Shot in 16mm Film and edited by Russell Brownley.

Earlier this year I met up with a few friends from Shwood along the Oregon Coast. Shwood founder Eric Singer teamed up with Joe Blecha to create a one-of-a-kind board using reclaimed wood they found on a recent trip to the coast. They invited me to take the board on its maiden voyage in really fun Pacific Northwest surf. The above edit documents this process.