Ron DiMenna, Visionary Retail Pioneer Who Revolutionized the Surf Industry, Dies at 88

Ron DiMenna, the charismatic entrepreneur and co-founder of the iconic surfwear brand T&C Surf Designs, passed away peacefully on September 22, 2025, at his home in Kailua, Hawaii, at the age of 88. His death marks the end of an era for the global surf and action sports industry, which he helped shape from its humble beginnings into a multi-billion-dollar enterprise.

DiMenna was celebrated for his innovative spirit, his unwavering dedication to the surf lifestyle, and his profound impact on the culture and business of wave riding.

Born in Long Beach, California, in 1937, DiMenna’s lifelong love affair with the ocean began early. After a stint in the U.S.

Navy, he relocated to the North Shore of Oahu in the late 1950s, drawn by the legendary waves. It was there, amidst the burgeoning surf scene, that he saw an opportunity not just to participate in the sport, but to elevate it. In 1971, he co-founded T&C Surf Designs with his partner, a modest surf shop that quickly grew into a global powerhouse known for its high-quality boards, apparel, and its distinctive yin-yang logo.

DiMenna’s genius lay in his ability to bridge the gap between authentic surf culture and mainstream appeal.

He understood that surfing was more than just a sport; it was a philosophy, a community, and a fashion statement. Under his leadership, T&C Surf Designs became a pioneer in licensing, expanding its brand far beyond the shores of Hawaii to encapsulate a lifestyle that resonated with millions worldwide.

He was instrumental in professionalizing surf retail, pushing for better manufacturing standards and creating a retail experience that mirrored the laid-back yet aspirational vibe of surfing.

Friends and colleagues remember DiMenna as a man of boundless energy and generosity. “Ron wasn't just building a business; he was building a dream, a community,” said legendary surfer Duke Kahanamoku III, a longtime friend.

“He had an infectious enthusiasm and an incredible eye for talent, always supporting up-and-coming surfers and designers. His legacy is etched into the very fabric of our sport.”

Beyond his business acumen, DiMenna was a passionate advocate for environmental conservation, particularly for Hawaii’s precious marine ecosystems.

He channeled a significant portion of T&C’s success into initiatives aimed at protecting coastlines and promoting ocean literacy, believing that those who benefited from the ocean had a responsibility to safeguard it for future generations. His philanthropic efforts often flew under the radar, a testament to his humble and genuine commitment to causes he held dear.

DiMenna is survived by his beloved wife, Maria; his two children, Kai and Leilani; and three grandchildren, all of whom continue to carry on his legacy of aloha and entrepreneurship.

A paddle-out ceremony will be held at Sunset Beach, Oahu, later this year, a fitting tribute to a man who lived and breathed the ocean. Ron DiMenna leaves behind not just a successful company, but a vibrant culture he helped cultivate, reminding us all that the best businesses are often born from the deepest passions.