Olukai started as a different approach to a footwear company. They wanted to create durable footwear for the ocean lifestyle and a brand that has strong values and roots with style, comfort, and craftsmanship. Olukai believes 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. Olukai's Aloha, their breath of life is about the action of giving without any expectation of receiving. Years before Olukai was profitable, they were giving back because that is part of their core values. Olukai believes in quality of product and material, craftsmanship in construction and finding quality in life!