Honu is a concept for an environmentally conscious surfboard and surf accessory retailer based in southern California. With its motto, “At one with the sea,” it believes in treating our oceans with utmost respect and forging a mutual relationship between surfer and the elements.
The name “Honu” comes from the Hawaiian word for sea turtle, which is the mascot of the brand. Honu draws from the Hawaiian language to reference the culture that invented surfing and to reflect the Native Hawaiians’ attitude toward it— as an art form that becomes a way of life. The design aims to reflect Honu’s commitment to respecting the environment as well as its connection to the roots of surfing and surf culture.