The BYU–Hawaii Store has officially moved its merchandise section to a new location: the Polynesian Cultural Center’s Hukilau Marketplace. The soft opening of the new store took place on June 30, 2025. Nestled beside Nona’s Tropical Threads, the relocated store is now poised to serve both students and tourists alike.
The transition comes as the Aloha Center, where the store was previously housed, closes for renovations. Although the original BYU–Hawaii Store offered apparel, school supplies, snacks, toiletries, and books, the new PCC location will focus entirely on university merchandise, such as BYU–Hawaii shirts, hoodies, caps, stickers, lanyards, sports wear, tote bags, and more.
Why the Move?
This relocation represents a long-term vision for the BYU–Hawaii Store. By moving to the PCC, the university hopes to expand its reach beyond the campus community and attract visitors exploring Laie, to have tourists as customers in the long term.
While the merchandise section has fully transitioned to the PCC, non-merchandise items—such as school supplies and books—will remain temporarily in the Aloha Center until a new location is secured, offering convenience for students looking for their essentials.
Student Designers Behind the Brand
Behind the racks of eye-catching apparel is a team of BYU–Hawaii students who helped bring the merchandise to life.
Abelia Cinkatari, a senior from Indonesia and the visual design strategist for customer experience, helped with the merchandise’s visual identity. “We want it to be modern, but we also want to have culture—Polynesian and especially Hawaiian culture—reflected in it,” she said. “That’s why we came up with that design.”
She worked closely with Jezel Asong, a sophomore from the Philippines and a graphic designer for BYU–Hawaii’s Marketing and Communications department. Both students collaborated on apparel designs rooted in the university’s updated brand identity.
“It all started when we did the brand refresh, as tasked by my manager and the university brand manager, Marissa Aoki,” said Asong. “We updated the fonts, we changed the submark. I was asked to redesign the script submark and explore more modern typography.”
Honoring the Past and Embracing the Future
The new collection includes two major themes: the Legacy Collection and the Quilt Collection.
“The Legacy Collection is about honoring the past,” said Cinkatari. “We’ve been here for 70 years and made an impact on the world. That’s why we created this style. It includes symbols like the shaka sign that originated from Hamana Kalili, circles that represent community, and a subtle reference to the Laie Hawaii Temple.”
The Quilt Collection, meanwhile, represents the university’s forward-thinking vision. “This will be reflected in the new building construction,” Cinkatari said. “We honor the past, but we also want to see the future for BYU–Hawaii.”
Culture, Faith, and Identity
The designs were also meant to foster a sense of pride and belonging among the student body.
“As a student, I want people who buy these products to feel proud of being at BYU–Hawaii,” Cinkatari said. “We’re such a diverse university. When they wear it, they can remember the cultures we have here.”
Asong added, “We’re not only representing the cultures of Asia and the Pacific, but also the culture of the Church—to live as disciples of Jesus Christ. We design products aligned with the Honor Code and the brand traits: Christ-centered, committed to excellence, and purpose-driven.”
She also explained her personal design choice: “I love typography, so I created a calligraphy style that looks like a hibiscus. It’s trendy for young people and connects to the culture too.”
A Store with a Story
The new BYUH merchandise store in the Hukilau Marketplace is more than just a retail space—it’s a storytelling hub for the university’s legacy, mission, and diverse community.
While the summer brings renovations and adjustments, the heart of BYU–Hawaii is stitched into every hoodie and printed on every cap. And thanks to student designers like Abelia Cinkatari and Jezel Asong, those who wear BYUH apparel are also wearing a piece of its purpose.