The "Endless Summer" look is timeless — it captures that '60s prime-time era of surfing, when the North Shore was just gaining recognition as the sport's mecca, big wave riders quickly became icons and the clothes were sexy, bold and beautiful.

At the forefront of the surfer fashion explosion was Surf Line Hawaii, owned by ocean lover and visionary entrepreneur Dave Rochlen. Introduced in 1964, Jams, those long, cotton swim trunks in graphic aloha prints, were the style statement of the '60s surfer. They were worn with aloha shirts, the more ratty and faded, the better. In fact, faded aloha shirts were so hot that other manufacturers turned fabrics inside out to imitate the look.

The fashion world constantly takes cues from the past — witness the rebirth of the trapeze dress and peg leg jeans. Surf Line Hawaii revived its Jams line in the '80s, and now design director Martial Crum is taking another nostalgia trip, pulling favorite '60s and '70s prints and styles from the archives. But this time he's tweaking them for a more contemporary look and comfort. (Find them on O'ahu at Moonbow Tropics, and on Maui at Surf Line Hawaii in Lahaina.)

For example, board shorts are made with a faster-drying cotton/nylon blend. Crum added a fold-over pocket with a Velcro "envelope" (details he learned from skate and snowboard experience) that keeps things secure, even in a gnarly wipe-out.

Crum sees men's board shorts shortening a bit. His newest have a 20-inch outseam, as opposed to the commonly used 22-inch.

In a tribute to the late, great Don Ho, Crum has brought back the two- and four-pocket bush jacket. The Baja long-sleeve shirt is popular with baby boomers who seek additional sun protection. As with all Surf Line garments, there is attention to detail: flat-fell seams, clean finishes and real coconut buttons.

The beach-friendly women's line of matching dresses, hats and bags is feminine and flirty. Clean, simple lines stand up well to the bold prints. In addition to the dresses is a line of matching terrycloth pillows, beach bags and towels.

While women's board shorts have often been considered a strictly youth-oriented style reserved for the hipless, Surf Line's Hawaii Butt-Cuts are a different story. The drawstrings are in the back, where they can be adjusted for varying sized backsides.

While the styles are body-friendly, what will really get attention are the beloved nostalgic prints. For some, they'll bring back fond memories. For those experiencing them for the first time, they look fresh and fashion forward, with a little edge and attitude.

Reach Paula Rath at paularath@aol.com.