With his model looks and charismatic personality, it’s no surprise Kekoa Cazimero has been able to support his professional surfing career for the last decade with sponsorship deals.
Yes, he’s one of those Cazimeros — Hawaiian musicians Robert and the late Roland Cazimero are brothers of Kekoa’s grandfather Lionel Cazimero. But even pro surfers with a famous last name need a side hustle or two when living in Hawaii. After years of wearing athletic wear and surf gear sold by other companies, Cazimero teamed with business partner Ali‘i Ka‘anoi to launch the lifestyle clothing brand Armed With Aloha in July.
“It’s a breath of fresh air for me,” said Cazimero, 28. “I’m constantly doing stuff under contract, where I’ve got to do things for other people. Now I’m in a position to do that for myself to help my business grow.”
For Ka‘anoi, 36, the partnership with Cazimero brought a degree of authenticity to a brand he had been trying to launch himself for about three years while also running his main business, Kailua-based clothing line Armed & Dangerous. While the two were familiar with each other through social circles, it wasn’t until they spent an afternoon talking story that Ka‘anoi realized he’d found his future business partner.
“Our first meeting was like six hours long. We just clicked,” he said. “We had talked about a clothing sponsorship (with Armed & Dangerous), but as a small business and a local company, I didn’t have the means to pay him like a large national brand would. But what we could do is open up (Armed With Aloha) and come together as partners.
“What this kid portrays to the world is what I wanted for Armed With Aloha. Being that Kekoa is Hawaiian, that he was born and raised in Waimanalo … he has the aloha spirit, that openness, the personality of the islands and its people that makes us so special.”
Armed With Aloha’s first capsule release consists of short- and long-sleeve T-shirts, snapback caps and oversize “dad hats,” boardshorts and walking shorts. Prices start at $25 for a hat, $26 for a shirt and $49.99 for board shorts and walking shorts.
Cazimero said he worked with a local graphic design firm to print his shirts and that every product he sells is made in Hawaii. Armed With Aloha is expected to release a new capsule collection for the winter surf season as well as “something special” for Black Friday and possibly a spring lineup.
“I got to design everything, so for me I looked at that as an opportunity to show people what I really like to wear,” he said. “The first capsule was all about creating staples for the brand. Whether you’re a waterman, or if you do CrossFit, or if you just want to go to the beach with your family, this is a lifestyle brand that is functional.”
Just putting out products he personally endorses isn’t enough for Cazimero, who repeatedly stressed the importance of building and maintaining positive personal relationships. It’s a heartbreaking lesson he learned from his father, Turk Cazimero, who was sentenced in 2016 to eight years in prison for fraudulently collecting more than $900,000 from 18 victims who believed they were investing in an event promotion business.
Turk Cazimero, who also has a 2002 state conviction for stealing nearly $200,000 in a similar scheme, pleaded guilty in federal court to the wire fraud charge in December and has been in custody since his sentencing in May.
“Family is everything to me,” Cazimero said when asked about his father’s legal issues. “I feel like I grew up old school. So in that respect my dad raised me the right way.
“My dad’s a great person and has a good heart. He’s made a few mistakes that I personally don’t condone, but at the same time he’s always going to be my dad and I love him. As far as me as an entrepreneur, I’ve always done everything on my own. Thankfully, I’ve been connected with the right people.”
Armed With Aloha will also release what Cazimero called “specialty collaborations” that underscore the family aspect of his business where it’s not just about making money, but giving future generations the same breaks he was afforded during his younger years as an amateur surfer.
“We want to put out really custom items that are marketed with the story of an individual who is good at what they do,” he said.
“I’ve always made my money in the water. I’m at a point in my life where I want to set something up that’s more. I don’t know how to put it into words other than to say I want to set my family up for the future. I’m thinking ahead. I want my grandkids to be good, and I want to make my family proud and put Hawaii on the map.”
But does that mean if you’re not from the islands, Armed With Aloha isn’t for you?
“Not at all. It’s not Hawaii versus the world,” said Cazimero. “But I started here in Hawaii and I’m proud of that. I feel blessed that I’m in a position to do this.
Eventually, Cazimero hopes Armed With Aloha and another business he’s a partner in, Honolulu Cryotherapy, will earn enough of a profit for him to establish a team of surfers and other pro athletes to represent his brands.
Until then he’s the featured team rider in a one-man lineup getting in shape for this year’s HIC Pro along with the Triple Crown of Surfing.
“I know the grind. I’ve been doing it. And I’m still doing it with the launch of Armed With Aloha and trying to qualify in surfing at the same time. But this is what I live for,” said Cazimero. “Eventually I want to build a full team and take care of those guys. I want to get to a point where we’re putting out enough product out there where we can help sponsor athletes and get them to that next level.”
