Profile: Hawaii Menswear Designer Joseph Serrao

Fueled by an unwavering passion for surfing and tradition, Joseph Serrao, owner and designer of menswear brand Salvage Public, takes inspiration from the great Duke Kahanamoku and the heyday of hanging ten.

After living in Los Angeles for a couple of years, the Kamehameha Schools alum recently returned to Oahu and decided to go public with his line. Design wise, the move was a natural one.

“It amazes me that not many surf brands are made here, which is crazy because this is where it all began,” says Serrao.

With that in mind, he started off small, with 12 T-shirts made from 100-percent organic cotton. Vintage-style prints, including a hand planer (wood shaper) and an alaia surfboard (one of the first boards made), add to the classic feel of the shirts, which Serrao hopes will honor the Hawaiian surf community and culture.

Full collection available at Oliver Men’s Shop, 49 Kihapai St., 261-6587.