One of the best things about traveling – no matter how methodically you you’ve mapped out an itinerary – is discovering something new, unexpected, and just under the radar. That’s exactly what happened during my last trip to Honolulu in March. During a tour of the city’s Ward Village, the 60-acre master planned community developed by The Howard Hughes Corporation, I was introduced to Salvage Public, a locally-owned menswear brand located in South Shore Market. I was immediately drawn to their clean, sporty aesthetic – I snapped up a sweatshirt, which remains one of my go-to staples – and easygoing, chill vibes.
Founded in 2013 by brothers Joseph Serrao and Noah Serrao, and childhood friend Nāpali Souza, Salvage Public draws inspiration from their surroundings. “Hawaii is our foundation because it’s what we know, and culturally, there’s a lot of interesting, uncharted territory to explore,” says Joseph. Whether you’re picking up a We Surfed All Night tee (“a nod to full moon surf sessions in Waikiki”) or the Volcano Trench Coat – “In Hawaiian culture, triangles symbolize the volcanoes that gave birth to the Hawaiian islands,” explains Joseph – every piece references the founders’ birthplace.
Home, though, is far more than just a source of inspiration. “Honolulu is everything to me,” says Joseph, whose family has lived in the area for generations. “It has a beautiful mix of traditional Hawaii, and what’s contemporary and happening around the world. Depending on your mood, it lets you live in the past or the present – and that’s what I love most about this place.” Below, Joseph shares his favorite spots in Honolulu.
Boutique: “It's nice to stay out of the high traffic shopping zones, and cruise to some off-the-beaten-path boutiques that offer that small town feel. When you first arrive in Honolulu, you get immediately bombarded by what’s happening in Waikiki, but, there are quite a few sub-neighborhoods to find some local gems. ’Awa and ‘Ōlena in Kaimuki is a second floor walk up where you’ll find local jewelry, home goods, and health and wellness products. The majority of their assortment is made-in-Hawaii products, so you can purchase something local to pack away with you on your travels.”
Surf spot: “There aren’t many secret surf spots on Oahu anymore with the surfing craze being bigger than ever, but you can escape the large crowds for some medium crowds. Diamond Head is the neighboring quiet neighborhood to Waikiki that offers some premier surf breaks located on a cliff side. The long walk down the cliff side path is a deterrent for most people, so it weeds out the crowds. There’s an easygoing, right-handed wave right out front called Cliffs. You have your usual locals that frequent the spot daily so wait your turn, be friendly, have a good time, and save some energy for the walk back up to your car.
Surf shop: “We have a lot of good core surf shops, but I like to go to Clips and Surf Garage. They both have a beautiful selection of surfboards, along with your everyday needs for a good water session. They always have outstanding customer service, and that real local surf shop vibe down to the smell of wax and sunblock.”
Everyday Hawaiian food: “Close to my Honolulu daily routine is Highway Inn, that’s in the Kaka’ako neighborhood. They have amazing traditional Hawaiian food, and I’d recommend going a la carte to get a good assortment. Don’t forget the side of poi – it’s a staple with every Hawaiian food meal. Town in Kaimuki is another one of my favorites that offers a farm-to-table approach with a menu that changes almost daily. The local and organic options are exactly what you’d expect to eat when you vacation to a tropical island in the middle of the Pacific.”
Fine dining spot: “There’s a beautiful, small restaurant in Honolulu’s Chinatown called Senia. It offers elevated Hawaiian and New American menus in an urban refined atmosphere. The Chef’s Counter is the way to go to see the action in the kitchen, and truly experience the chef’s talent.”
Bar: "Workplay is a new bar I’ve been going to regularly. It’s a coffee and cocktail lounge in Kaka’ako that has a beautiful and very Instgrammable aesthetic.”
Neighborhood: “There’s a small Diamond Head neighborhood on Monsarrat Avenue that I love. There’s a handful of coffee shops and great places to eat, and it’s within walking distance to Kapiolani Park and Kaimana Beach. You can make a nice, slow day of it. and not be surrounded by hotels and tour buses.”
Hotel: “I recommend the ‘Alohilani Resort, which was just renovated last year. The lobby, pool, and rooms feel very luxurious, and it’s across the street from the world famous Queens surf break.”
Museum: “Honolulu Museum of Art is the obvious first choice to get your museum or culture fix. Most vacationers are beach goers, so if you find yourself at the museum, it’ll be a nice and quiet experience you can enjoy without much distraction. There's also a small contemporary art gallery in Kaka’ako called Aupuni Space that supports community-based projects and exhibitions that feature Native Hawaiian and Hawaii-based contemporary artists. I really love what they’re doing.”
