The O’Neill design team has been continually inspired by Brooke Dombroski of Roam Hawaii and her crew of adventurous female surfers. They embody the spirit of Hawaii and the carefree beach lifestyle that O’Neill represents. Roam Hawaii is a lifestyle brand and blog based on the North Shore of Oahu. The Roam Hawaii x O’Neill collaboration of tees, tanks, hats and a clutch is Brooke’s take on the perfect Hawaiian wardrobe. This collection is exclusive to O’Neill’s core Hawaiian retailers.
To celebrate the collection launch, the O’Neill team traveled with Roam owners, Brooke Dombroski and Cassandra Rull, on the islands of Oahu and Kauai for a week of events. Each day they hosted an event at five local retailers and documented the journey on social media. The events were consumer driven, engaging attendees with DIY projects, snacks and socializing with the designers Brooke and Cassandra. The Roam Hawaii girls signed and doodled on event specific truckers at each stop for guests to enjoy.
Surf N Sea in the heart of Haleiwa was stop number one. Country Shave Ice gave out organic, fresh fruit shave ice cups and consumers were able to plant their own succulents as gifts. HIC Kailua was next on the tour. O’Neill style muse and floral artist Pamakane (@ocean_dreamerr) taught attendees how to make beautiful haku leis. Guests could also enjoy treats from the Frozen Fun ice cream truck. Then the tour moved to Local Motion KoKo Marina, where guests were entertained by Country Shave Ice, baked goods, DIY succulents, and goodie bags. Attendees made DIY wall hangings that resembled dream catchers at the Town and Country in Ala Moana Mall and enjoyed treats from The Girls Who Bake. Déjà Vu Surf on Kauai brought the tour to a close with a packed celebration. Fans made DIY wall hangings and enjoyed macaroons, coconut water and their gift with purchase goodie bags.
Each event represented a different area of the islands and embodied the Roam Hawaii mantra. It was an incredible way to launch the collection and give consumers the opportunity to meet the girls behind the magic. Many fans of Roam Hawaii, O’Neill and @brooklynhawaii found out about the events on social media and made a special trip.
