Our Story

Not just any wall. The front yard wall of our family home on Likini Street, Oʻahu. That wall was a generation thing. We sat there. Our parents sat there before us, and their parents before them. After a long day, the family gathered on that wall, talking story over Primo, playing ukulele. Times were easier back then.

In 2003, my cousin Jay and I were sitting on that wall kicking around an idea. The idea became a logo. In 2005, it became a brand.

It was Jay's idea to put the islands in the logo. And I spelled the name out: Eight-Zero-Eight. Something different I could brand that nobody else could touch. First design was a die-cut island background with Eight-Zero-Eight underneath.

We never said "Hawaii." Didn't have to. Locals got it right away. Back when phone books were still a thing, every local number started with 808. Tourists figured it out too.

We sold on the beach. Then at the airport. Then it went global. We kept it simple: gave away stickers and asked people to send pictures of everywhere they stuck them. They showed up at Ted's Bakery, on signs at Pipeline, in Japan, on the mainland, everywhere. MySpace orders. Shipped around the world. Word of mouth did the rest.

A few years in, I sold the brand. I've regretted it ever since. Nobody did anything with it.

In 2026 I bought it all back. The name, the brand, everything.

This time it's about more than shirts. My nephew was hurt in an accident years ago, and he'll need care for the rest of his life. So every piece of Eight-Zero-Eight sold helps with his medical bills. Every piece. Always.

Island Born. Island Worn. Everywhere.™

Est. 2005. Reborn 2026.