David Rochlen, founder of Surf Line, Jams labels
By Mike Gordon
Advertiser Staff Writer
When family and friends gather on Waikiki Beach today to scatter the ashes of clothing entrepreneur David Rochlen, they will remember a man who combined "truth and beauty" with a sense of fun.
Advertiser library photo
Rochlen, founder of the longtime aloha shirt labels Surf Line Hawaii and Jams World, died April 13. He was 78.
David Rochlen started his Jams line of surfwear patterned after cut-off pajama bottoms.
"He was fun-loving, passionate about life and work and art," said Pua Rochlen, the youngest of his five children.
His family described him as a Renaissance man: a designer, motorcycle enthusiast, talented waterman and "sometimes eccentric philosopher."
Rochlen was born in California, the son of a Russian-born journalist and a nurse from New England, and grew up enjoying the beach lifestyle.
He served in the Marines in World War II and later received a degree in clinical and industrial psychology from the University of CaliforniaiLos Angeles.
On one of his many visits to Hawai'i in the late 1940s and early '50s, he met his future wife, Keanuenue. The couple did not permanently move to Hawai'i until the early '60s.
Soon afterward, Rochlen opened his surfboard store, Surf Line Hawaii, across from Ala Moana Center.
Because he could not readily find clothing he thought to be colorful and unique, he started his Jams line of surfwear patterned after cut-off pajama bottoms.
The surf shop and apparel line evolved into Jams World, a resort-wear style that continued to reflect Rochlen's philosophy.
"It had to do with truth and beauty," said Pua Rochlen, now president of Jams World. "He wanted people to understand the difference between good and great. It wasn't what you paid for it, it was what you got out of it."
Visitation begins at 9 a.m. today at the Royal Hawaiian Hotel, with services starting at 10 a.m. Ashes will be scattered about 11:30 a.m. near the Castles and Old Mans surf breaks offshore of the Natatorium..
Reach Mike Gordon at mgordon@honoluluadvertiser.com or 525-8012.
