Pickleballer in the 808: DREW HONDA
Pickleballer in the 808 Drew Honda, at his store, “Sweet Enemy Clothing”
Honolulu—Then: selling items from his Dad’s vintage collection while still in high school.
And now: In the heart of Honolulu, at the corner of King and McCully, sits Drew Honda’s streetwear and vintage boutique, Sweet Enemy Clothing…the culmination of many years of going after his dream of “opening a shop” and then, staying the course and never straying far from that dream.
On its face, Sweet Enemy is a juxtaposition of contradictory words.
On one hand, there’s the urban, street-smart, hip-hop vibe of the shop…stainless steel and glass refrigerators (where you’ll find a selection of hats), a huge rose mural, and floors created with rows and rows of baseball cards. And on the other hand; the softer side. Drew often gives heartfelt tributes to his grandmother, his family, and to his dog, and that love somehow permeates the Sweet Enemy brand.
That juxtaposition of hard/soft, street/love, and sweet/enemy, mixed in with a local Hawai’i vibe and the “why” behind the brand, has earned its way into the hearts of so many young people. So much so that influencers, musicians and professional athletes from the NFL and MLB sport his clothing. Luxury retailer Bloomingdales tapped him for a pop-up last year. Young people will line up at 2 a.m. on King Street, outside his store, to get first dibs, and his designs have been spotted “in the wild”, across the globe, in foreign lands.
We’re grateful that Drew fell head over heels for pickleball (otherwise we would likely never have crossed paths) and can’t wait for you to meet him.
Without further ado, please meet Pickleballer in the 808 Drew Honda!
Drew with PB friend Marde Smith of Nalu Resinworks
Currently residing in (city): Honolulu
Where did you grow up and what HS did you go to?
I grew up in Kalama Valley and went to Kamehameha School.
How did you discover pickleball and when did you start playing?
I first started playing with my girlfriend’s family in February 2024.
You mentioned that you started Sweet Enemy in 2013 to honor your Grandmother, Rose. Does the name “Sweet Enemy” have any special meaning?
Metaphorically and visually we relate it to a Rose. The rose flower, being sweet and beautiful, and the thorns being the enemy, the hurt and pain we go through when we lose someone special in our lives.
Our slogan "Never Forget The Reason" reminds us of our WHY, for many it is for a lost loved one.
I visited your shop’s physical location in town, on King Street. You designed the counter (where the register sits) with a clear plexiglass window for your dog. Tell us about your dog, and does he/she go to work with you every day?
My dog's name is Rosey…she’s the shop dog and is always working.
Rosey hangs out behind the counter but can see everything through the clear window
Congratulations on your pop-up collaboration with Bloomingdales. That must have been incredible. Tell us all about it!
We had the opportunity to pop-up during the holidays at Bloomingdales. It was a cool experience because we got to meet other local vendors as well. It was a great time being in a big retailer for the first time.
Love your UH collab gear. Do you collab with other UH sports (besides football)?
We had the opportunity to do the University of Hawai’i men's back to back volleyball shirts and basketball Maui charity shirts. We are now doing more collabs with the university and have some of our products in the book store.
What do you do outside of pickleball (hobbies, work, school, etc)?
I like to hang with family and my dog. Me and my girlfriend like to try new places to eat and go to Japan.
What do you love most about pickleball?
I like that you meet so many people through the sport it also gets me excited in the morning to get better at something. Also, most of the people are very nice.
What paddle are you currently playing with?
I use a Selkirk Halo Control. but just got a six zero Double Black Diamond and waiting on my Joola mod ta-15.
How often do you play?
Close to 7 days a week haha!
Where can we follow what you’re up to online, and how can we get in touch with you?
Drew, with his family; Mom, sister and Dad
