Waikīkī Beachboy: The Collection opened its doors in 2010, in a tiny location off Kaʻiulani Avenue, under the name First Break Waikīkī. Owner’s Ted and Traci Bush, named the store after their beloved surf break in Waikīkī, the big wave surf spot known as “First Break”. The store was created to be a complement and satellite to their parent company, Waikīkī Beach Services (WBS), a surf school and beach concession that has operated in Waikīkī since 1955. 

In 2014, the store officially rebranded as “Waikīkī Beachboy: The Collection” to more closely align to its parent company WBS and to pay homage to the numerous Waikīkī Beachboys (and Beachgirls) who have worked for WBS over the years. The WBS logo has become synonymous with Waikīkī Beach and has been worn by many well-known Beachboys and surf instructors for the last 65+ years. In answer to the demand from WBS surf students, guests and customers, Waikīkī Beachboy: The Collection began selling its own line of WBS/ Waikīkī Beachboy branded retail items: UPF 50+ rashguards, shirts, outerwear, hats, accessories and tote bags. 

In the summer of 2019, Waikīkī Beachboy: The Collection, found it’s forever home in the breezeway of the Royal Hawaiian: A Luxury Collection Resort, aka, the Pink Palace of the Pacific. Opening in 1939, visitors from around the globe flocked to this hotel via steamship travel and would stay for weeks on end. Enterprising young watermen, found a way to earn a living by imparting their knowledge and love of the ocean, surfing, paddling, swimming, diving, and general merry-making with the hotel guests. These unofficial ambassadors of Aloha soon became known as the Waikīkī Beachboys.

The Waikīkī Beachboys and Beachgirls currently working at Waikīkī Beach Services perpetuate the legacy and culture of the Waikīkī Beachboy by acting as stewards of the beach: being the first line, unofficial ambassadors of aloha; cleaning the beach every morning before 5am; and ensuring that the products we use are reef safe and clean for the environment.