Competing in the Eddie Aikau Big Wave Invitational is a bucket list moment for any professional surfer. Only a carefully selected few are chosen to honour Eddie’s legacy each year. It represents a defining moment in the personal legacy of any big wave surfer and is a sign that the hard work and dedication has paid off. It’s a moment most can only dream about. For Hawaiian artist and surfer Jack Soren, his call up to the Eddie came in the form of being asked to create the artwork for the event by comp sponsors Rip Curl.
Born and raised in Lāʻie on the North Shore of Oahu, Jack’s family grew up surfing in the area and have a background in art and entrepreneurship.
“On my mom’s side, creativity was everywhere painting, carving, and many different artistic disciplines. On my dad’s side, entrepreneurship was the foundation. My dad made Hawaiian gold and heritage jewelry, and my uncle started his own restaurant the Hukilau Cafe in Lāʻie and each family member had their own discipline in which they took pride in,” said Jack.
“I found my own path through graffiti at a young age, which became my form of expression and eventually evolved into mural painting. Today, I’m a full-time artist creating work for galleries, companies and it’s truly a blessing to be able to do this as my life’s work.”
We caught up with Jack to find out more about the story behind this year’s artwork.
How did the opportunity come up to work with Rip Curl on the artwork for the Eddie?
In the winter of 2023, I was invited to meet with Rip Curl to discuss creating artwork for the Rip Curl store in Haleʻiwa. What started as one project naturally led to another and eventually the conversation turned toward the Eddie. I wanted to be involved in any way possible because the Eddie holds deep meaning for me. Being part of this was a way for a local boy to tell our stories growing up on the North Shore, to honor Eddie’s legacy, my ‘ohana, community and the lifeguards who keep our waters safe.
Where does this rank among your list of achievements and why?
Being chosen to create artwork for major surf competitions feels like winning the contest in my own way. Even though I never made it to the podium as a surfer, I made it there through my art. It shows that if one path doesn’t work, there’s always another way to make dreams come true, often times a more authentic one. For a grom who grew up in the 2000ʻs being a surfer was everything to us and that young kid in me always wanted to be just like the legends we watched surfing. The 15 year old me would never guess we would do something like this one day. Personally, I had to make his dream a reality for him, we did it. This is everything to me then and everything to me now. This is how we as Hawaiians will continue to create a legacy for those who come after us, if I can do it they can do it too.
What was it like for your father working at Waimea Bay?
Before I was born my dad was a young North Shore lifeguard who spoke of Eddie with deep respect. When I was young he would tell me stories of the bay. Stories of long days making save after save. My dad passed away when I was 15 years old, I can imagine those two are surfing big waves in Heaven together. The lifeguards here in Hawai’i live with care, responsibility and respect for all life. That’s how I was raised, to live pono, respect the land and ocean and treat others with dignity and respect. As we grew up seeing the phrase ‘Eddie would go!’ we all understood what that meant… to be brave, to listen to your na’au, to live with aloha, to go big and charge with anything we do in this life. Eddie taught us that valuable lesson with the way he lived his life.
Do you feel a personal connection to Waimea Bay?
I feel a deep connection to Waimea and the North Shore. This place is where I reflect, heal and feel close to my ancestors. Every time I enter the ocean, I feel the presence of my ‘ohana and God. I feel a sense of responsibility to care for this place.
When one of our family members passes away we spread their ashes in the ocean. As the currents and winds take their memories up and down our coastline I always feel connected to my ‘ohana in a very personal way.
The Eddie event is deeply spiritual. Beneath the crowds and excitement, there’s a powerful mana at Waimea Bay. Moments like watching Landon McNamara be led by a honu to catch the winning wave was not a coincidence. As he listened to his naʻau and followed the ‘aumakua it reminds us that this event exists in a spiritual realm rooted in Hawaiian values. Eddie and the Bay decide who wins. This is Hawaiian surfing.
Tell us about the inspiration for the Eddie artwork? What themes and patterns can be seen in your work?
The patterns seen throughout my work always vary, but the more powerful elements are patterns that our natural eyes can’t always see. Patterns of a life surrounded by aloha, ‘ohana, rich cultural values and my relationship with my environment. These patterns are woven into each design element and creative decision I make.
Every element of the Eddie poster was intentional, from the paddle-out to the gold frame inspired by Hawaiian jewelry.
There’s surfers going down the face of the wave, there’s surfers paddling up the face. You see colours that are moving through the wave and in the water. Those colours represent the mana, the power, the energy of life and the magic in our waves. I wanted to honor Eddie with gold, lei and Hawaiian patterns.
The church there, as a symbolic icon of the location of Waimea Bay.
The Hokulea is a key feature in the poster of Eddie’s story, his life, his bravery, his love for the ocean, sailing and his crew members.
The waʻa represents both a physical and spiritual vehicle. For me, art is my waʻa, carrying our culture in my own authentic way. My art wa’a has taken me around the world sharing our mo’olelos from the North Shore and Hawai’i.
I encourage all to think about these questions I constantly ask myself
What is your spiritual wa’a? What’s the vehicle that takes you places? What is your vehicle that will move you through life and help you reach your greatest potential? Eddie went… would you go?
