A skimpy success story

Maui Girl’s itsy-bitsy, teeny weenie designs make huge waves in Sports Illustrated swimsuit edition

By LEHIA APANA, Staff Writer
Maui swimsuit designer Debbie Kowalski Wilson is making a splash this month on the pages of one of the best-selling magazine issues in the world. With her itsy-bitsy styles and playful designs adorning the supermodel bodies in the annual Sports Illustrated swimsuit edition, Debbie’s Maui Girl brand has claimed its place among the swimwear elite.

“It’s really exciting and validating to know that we’re able to compete with these other big designers. We’re in there with people like Calvin Klein, Betsey Johnson and Ralph Lauren,” Debbie says.

Debbie’s journey to the glossy pages of Sports Illustrated began with a cold call to one of the magazine’s editors, who helped her navigate the protocol for submitting pieces.

“I thought it was kinda cool that they would even consider a small company like us, so I just really went for it,” she says. “I spent a couple months designing 60 suits to submit, and waited to hear back.”

In January, she got word that one of her swimsuits was chosen. Within a week, the editor confirmed that five additional suits were selected. The good news kept getting better, and today a total of 20 Maui Girl creations are featured in the print and online editions.

“I got that first call last month saying that they would use one of the suits ... that week at 8:30 every morning the phone rang and it was Sports Illustrated telling me they chose another one,” Debbie explains.

A medley of beachwear ranging from barely-there numbers and demure one-pieces to sporty racerbacks and glamourous coverups can be found at the Maui Girl & Co. store in Paia. Located in the heart of Paia town on Baldwin Avenue, the shop has served as home base for Debbie’s retail endeavors for 30 years.

Originally named The Clothes Addict, Debbie carried a mix of revamped clothing, antique aloha shirts and swimwear. She traveled throughout the world, digging through piles of old Hawaiian shirts, kimonos, chenille bedspreads or anything else she thought she could use for her vintage creations. But as more and more clothing retailers set up shop at the quiet north shore town during the mid-’80s, Debbie strayed from the pack and focused strictly on swimwear.

“After awhile, other stores began opening in Paia and they were beginning to look a bit alike, so I quit doing all clothing and decided to do all swim stuff. I said, ‘Forget it, I’m gonna specialize in swimwear,” she explains.

Perhaps most impressive is that Debbie is completely self-taught. She sewed in her spare time, while earning her associate’s degree in parks and recreation at Leeward Community College.

“I first learned how to sew without patterns, so the first five years I sewed I didn’t use any — patterns scared me,” she says.

Although she lacked any formal design or sewing training, Debbie’s knack for style and appetite for fashion has kept the business alive for three decades. Her products have been featured in magazines like Lucky, Self and Hana Hou!, and now, the granddaddy of men’s magazines — Sports Illustrated swimsuit edition.



Celebrities of yesteryear and today have flocked to the cozy Paia storefront. Debbie lists off the famous faces who shopped at the store when it was still called The Clothes Addict — names like Ringo Starr, Billy Joel, Christie Brinkley and Cyndi Lauper. As Maui Girl & Co., Hollywood types like Gwen Stefani, Paris Hilton and Natalie Imbruglia have scoured the racks.



The store itself is a cozy space filled with Hawaii-inspired details. Rows of bikinis, coverups and sarongs are displayed on bamboo racks, homemade chandeliers adorned with shells purchased at the local swap meet and a series of framed John Kelly and Ted Mundorf prints evoke a sense of vintage Hawaiiana.

Perhaps most impressive is an original 1940s longboard once owned by David Leialoha, beach boy and friend of Duke Kahanamoku. The 12-foot-long wooden board is displayed above the the racks of swimsuits behind the checkout counter. On another wall hangs an aged canoe paddle used by Debbie when she paddled for Hui Nalu canoe club on Oahu in the 1970s.

“I didn’t want it to feel like every other store out there. You get this real beachy, island feel when you walk in,” Debbie says.

When the business first started, Debbie literally lived in the shop and later raised her family within its walls.

“When I opened the store, I had my hot plate, a little loft area and slept here for a year,” she remembers. “I even took care of my two daughters in here with playpens.”

Today her daughters Gianna Rossi, 27, and Terra Christa, 21, sport her designs and serve as the brand’s models.

Despite the growing popularity of Maui Girl, Debbie plans to continue selling her exclusive designs out of her Paia store and online at www.maui-girl.com. Then there’s next year’s Sports Illustrated swimsuit edition, which is already on her radar.

“They asked me to definitely send suits in next year … I can’t wait to know what the themes are and start working on them,” Debbie says.

Debbie hopes fellow Maui designers will follow her lead.

“There’s so many talented people here on Maui and it’s possible for any one of them to get into a magazine like (Sports Illustrated),” says Debbie.

“One thing I think its really important for other people to know is what I’m doing is possible for everyone … It’s just a matter of finding your passion and be willing to work hard.”

• Contact Lehia Apana at lehia@mauinews.com.