Born on the shore in 1994' in the mecca of the surfing world Hawai'i. Auwē! with its roots deep in surfing, is a lifestyle brand that reflects what we, our families and friends are into. Whether its being a waterman, skater, sportsman, martial artist, fitness buff, motorhead, outdoorsman or a mix of all things...whatever, we're in.

When often asked what does Auwe! mean, its a Hawaiian word; the definition as taken from the Hawaiian language dictionary.
interj. and vi. Oh! Oh dear! Oh boy! Alas! Too bad! Goodness! (Much used to express wonder, fear, scorn, pity, affection; To groan, moan, grieve, bewail.
Auē nohoʻi ē! Goodness! Alas! Oh! Also an expression of execration or cursing. (PPN aue(e).)

So depending on the context or inflection given it can be from one end of the spectrum to the other, which reflects in our designs, products, and how we go about things from mild to wild. Being different and innovative with a punk rock attitude...not in a trendy douche bag way, but just doing and being different. From kicking back to going all out full throttle, no brakes and fuck the seat belts!

Quality is our foundation, we take pride in what we do. We only use quality products by sourcing out the best materials available and through extensive research and development, produce the highest quality goods.

We won't sell anything we wouldn't use for ourselves. Our surf leashes are made in the USA, Hawaiian water proven, Used globally!