Olukai believes that everybody, no matter where they are, can live aloha. It started as a different approach to a footwear company. Olukai wanted to create footwear that combines durability for the water-man, ocean lifestyle, and a brand that has strong values and roots with style, comfort, and craftsmanship. We view our approach today as part of a path; a journey that started with ancestors that have passed down stories, values, and spirit. We believe that sustainability and positive living is less about an ethos and more about the choices that you make everyday. It’s about your actions, and inspiring the actions of others.