Olukai believes that everybody, no matter where they are, can live aloha. It started as a different approach to a footwear company. We wanted to create footwear that combines durability for the waterman, ocean lifestyle, and a brand that has strong values and roots with style, comfort, and craftsmanship. We produce products we believe in. Products we can stand behind. We believe in quality of product and material, craftsmanship in construction and finding quality in life by the choices we make everyday. Our Aloha, our breath of life is about the action of giving without any expectation of receiving. Years before OluKai was profitable, we were giving back because that is part of our core values.