Etsis at Elephant Walk in Ala Moana Center.

When I first wrote about Devra Wathen of Kahala, creator of Etsis hats , the fledgling company was just getting started. What a whirlwind the past few months have been for Etsis!

Devra and her able executive assistant, Jennifer Lindsey, have been traveling and showing the innovative hats and fashion panels at trade shows  in Las Vegas and, just this week, they opened a 1,300-square-foot showroom in the Ward Plaza Building, along with Dorfman, the company that partners with Etsis to make the fashion forward hats. (To give you an idea of the quality, Dorfman also makes Stetson and Tommy Bahama hats.)

The hats are now sold in 43 stores across the mainland, as well as Canada and, soon, Australia. Not bad for a little business that grew out of an extra bedroom in Devra’s home.

Here’s a reminder of what Etsis is about:  The fashion panels, which snap into hats of many styles, offer added protection for the chin, neck and sides of the face – areas not protected by ordinary hats. It’s an amazing addition to our anti-ageing arsenal. The SunEscape panels, which Wathen is patenting, offer far more protection than an ordinary hat, which can leave the neck, chin, nose and cheeks unprotected.

Etsis hats also travel really well. I stuff the brim with my swimsuit and athletic socks and just pack it right in my suitcase. It arrives in great shape and I always need a hat when I travel. Like many local people, I tend to get more sun exposure when traveling than I get at home, where I am more vigilant about sun protection.

The Etsis bucket hat with white panels.

Among the first Oahu retailers to  realize the potential in Etsis hats were Elephant Walk and Island Slipper. I recently interviewed Lisa Izuta, buyer for Elephant Walk, about Etsis.

L to R: Elephant Walk store manager Agnes Castells-Caires, me, Devra Wathen, buyer Lisa Izuta.

“Trying to care for our skin in Hawaii is like going backwards on the escalator,” Izuta exclaimed. “We try and try to take care of our skin but then we go out in the sun again” and our efforts are all undone. “I latched onto the concept of Etsis because our customers are concerned about ageing and we all want to maintain our skin. Etsis is just such a great match for our customers.”

In addition, the fact that Etsis is locally designed was a deciding factor for Izuta. “Our customers are always looking for things that are made in Hawaii. We also carry Island Slippers and Jams World clothing and our customers love that.” She added, “(Devra’s) concept and timing are perfect for addressing the needs of women who want to protect their skin. That was my first thought” when she saw Etsis hats.

At Island Slipper in Ward Warehouse, manager James Sosa is also enthusiastic about Etsis as an offering for their stores’ customers. “Etsis provides excellent UV sun protection for all styles of Etsis,” he said. “The benefits of all styles seem well received by returning customers, who are anxious to purchase more in different colors. Island Slipper’s customers for Etssi are women from all areas, from local to the international visitor, anyone who wants skin protection with a hint of fashion.”

In addition to Elephant Walk and Island Slipper, Etsis hats and panels are sold at Kahala Resort Hotel and Spa, Mid Pacific Country Club pro shop, Seasport Divers in Koloa, Kauai and  the Wailea Golf Club on Maui.

- Paula Rath

Etsis styles include fashion forward broad brims, sporty and adventurous styles, every one designed to protect.