The bohemia luxury swim and cover-up brand, Letarte, opened one of its premiere flagship stores on Saturday, Nov. 15, in the whitewashed beach house building located in the center of Pa‘ia Town on Baldwin Avenue. Letarte is known for its luxury bathing suits, tunics and Petite Letarte line. The new boutique owners pride themselves on remaining green by using recycled and post-consumer materials and chemical-free paint on the new walls. Also, 10 percent of the proceeds from the first week’s sales will go towards the Surfrider Foundation Maui Chapter, which works on the preservation of sand and sea at local Ho‘okipa Beach Park. Sisters Lisa Letarte Cabrinha and Michele Letarte Ross founded the brand in 2000, and lead the company from opposite sides of the world. Letarte is now a multi-million dollar brand sold in over 350 retail outlets worldwide.