From a red storefront in historic downtown Hale‘iwa, Roger invites its customers to experience “All things Aloha.” The latest boutique in O‘ahu’s fashion scene showcases vintage Hawaiiana inspired by 60s and 70s graphic design, featuring simple, trend-driven clothing with a nostalgic Old-Hawai‘i feel. Hoodies, hats and matching sets feature Hawai‘i-themed graphics, and there is a T-shirt for every taste, from baby tees to oversized. Particularly noteworthy are the tees with vintage photos of the island and surf culture that the Roger team sourced from archives. Roger is the brainchild of founders Joe Wilmot and Jody Curtin and is the sister store to their other highly successful boutique chain, Mahina. While Mahina exudes a feminine resort-wear vibe, Roger offers cozy leisurewear with a tomboy twist. “We started Roger because we wanted to expand the company and create more opportunities for our employees,” says Curtin. “Since we already have 16 Mahina locations across the islands, we felt the best way to do this was by opening a new store focused on offering merchandise that celebrates our island home.” The idea has proven to be a hit, as many of its island-inspired basics are popular with both visitors and locals. Like Mahina, all Roger clothing is available only in-store, and visiting its moody, groovy Hale‘iwa flagship—designed in partnership with local design studio House of Honolulu—is part of the experience.

Roger; Hale‘iwa Town Center, 66-111 Kamehameha Hwy, #102, Hale‘iwa; (808) 888-0070; rogerhawaii.com; Open daily from 10 a.m. to 6 p.m.; Follow on Instagram @shoprogerhawaii.