How OluKai Embodies ‘Aloha’ Across Its Brand & Community Efforts

In the international footwear market race, competition is always snapping at your heels. Irvine, California’s OluKai stays ahead not only because of its high-quality products but also for its unwavering commitment to contribution, culture, and community.

It was founded in 2005 by industry veterans in Hawaii who wanted to create a premium sandal that people could wear “anywhere from the beach to dinner.” Early on, it became the first company to design flip-flops with midsoles to provide a superior level of support.

OluKai sells multiple footwear online, and in its own stores in Hawaii, California, Florida, etc., and other retailers such as Nordstrom. All its footwear is designed and developed in the US, and manufactured in Vietnam and China.

The company name is formed from the Hawaiian words olu, “comfort,” and kai, “ocean.” Because each step feels like a walk on the beach, says Kerry Konrady, Chief Marketing Officer. The company calls it “The wet sand principal.” It offers immediate comfort and long-term health benefits. OluKai’s anatomically arched sandals provide a superior sense of support, essential for anyone who cherishes life by the beach”, Konrady shares.

Ohana (family). That’s about the connections that unite us, says Konrady. “Fostering community, and a dedication to sustainability and responsible sourcing.”

Aloha itself means “breath of life.” That’s embodied in the company’s commitment to “selfless giving and care in every product,” Konrady says.

And, finally, Quality. OluKai footwear is “crafted with integrity, designed with care, and made to be proudly worn,” he says.

“That’s our Kuleana – our responsibility, our privilege – to be dedicated to upholding the highest standards,” Konrady says.

Such high standards are reflected in the company’s certification as a B-Corporation early in the journey of both those enterprises, a decade ago.

Kerry explains that this certification has been more than just a label; it’s a testament to the company's progress of continuous improvement on ESG performance. Being a B-Corp has pushed the company to exceed its high standards, ensuring its operations are as sustainable as possible”, says Konrady. “It helps us maintain what our charter dictates, and stay focused and disciplined … which, for us, has worked, but you can never do enough …”

So, OluKai’s use of recycled rubber, premium sustainable leather, and innovative waterproof synthetics are just the start of what “sustainability” means in the context of Aloha.

In fact, Konrady more often than not reflects on the importance of humanity and empathy in business today. OluKai prioritizes partnerships with those who share its commitment to people- and planet-friendly living, Konrady asserts. “And what we typically look for in a partner is somebody that complements us from a core value standpoint, but someone who offers something unique and interesting that’s not necessarily typically celebrated.”

Take, for example, the company’s continued support of ocean sports, such as sponsorship of the Eddie Aikau Big-Wave Surfing Invitational. It was only the 11th ever “Eddie.” Konrady is himself a surfer and often finds inspiration on the waves.

Or, more pragmatically, take last year’s OluKai collaboration with Kahala, the original Aloha shirt brand, to create a collection of “island-ready shoes and sandals.” This partnership brought together two iconic Hawaiian brands, blending their unique styles and expertise. “Collaborations like this allow the company to expand its reach and create products that resonate with a broader audience,” Konrady notes.

“With Kahala, their history and heritage around the Aloha shirt” really resonated with the OluKai brand. Says Konrady, “One finds on a deep dive that the brands share a culture based on the “Aloha spirit, as it's commonly known. It’s a unifier. It's an inclusive concept, and it's just a way of being.”

OluKai created and produced a film series called “Anywhere Aloha,” to capture that spirit and lifestyle. It features inspiring stories such as NFL quarterback Drew Brees’ efforts to rebuild New Orleans and the tale of a shark attack survivor who continues to embrace the ocean. According to Konrady, these stories resonate deeply with the ethos of OluKai. “They showcase resilience, community, and the spirit of ‘Aloha’—values that are at the core of our brand,” he shares.

OluKai’s digital marketing strategy centers around brand ambassadors referred to as “mentors.” These individuals, who often have connections to Hawaii, span a variety of careers and lifestyles. “Our mentors are more than just faces; they embody the values and lifestyle we promote,” Kerry explains. This approach fosters authenticity and strengthens the brand’s connection to its audience. A recurring theme among the mentors – and one that seems to resonate with customers – is giving back to their communities.

Several mentors are lifeguards. “It’s really important to us that we're the official footwear of the Hawaiian Lifeguard Association, and have been for fourteen years. We outfit all lifeguards in all of our products,” says Konrady.

Giving back is ingrained in OluKai’s DNA. And not just through its Ama OluKai Foundation, a private non-profit 501(c)(3) founded in 2014, which partners with local organizations to preserve Hawaiian culture and support initiatives that ensure the heritage thrives. The company’s sales, too, directly support the community, including local lifeguards and partnership with the Hokulea Polynesian Voyaging Society, among others,” says Konrady. “We fundraised over seven figures for Lahaina Relief after the Maui disaster … it’s a cause that we're deeply connected to.”

OluKai’s impact is bolstered by its inclusion in the impact investor Archipelago Companies portfolio. It finds itself taking advantage of its sisters in the purpose-led consumer lifestyle group: “The entire idea,” says Konrady, “is to try to use not just the capital strength, but also the business know-how, and the leadership abilities to strengthen our operations.”

Continuous improvement is what wins the sustainable footwear race, argues Konrady. OluKai’s leadership, he says, “just has a drive to do things right and well, you know, and that's an easy thing to say. It's almost a cliché. But to actually execute with that level of intention, and to do things that might be a lot harder – and usually are a lot harder, but they're the right way to do things – to execute continuously with this level of integrity, no matter what the issue …” is the secret to OluKai’s success, says Konrady.

“You know, we're not perfect. We're far from it. But having that intentionality of always trying to do the right thing and do things right—Well, that’s really what guides us. And that's set from our CEO on down. And it's a culture that we've tried to embrace, whether it's with respect to Hawaiian culture or it's with respect to product integrity, whether it's with respect to our wholesale partners and relationships …”

“As we've gone through some ups and downs over the last couple decades in terms of recessions and COVID, always trying to lead with what's right, and again, that's not always the easiest path. It rarely is, in fact.”

Looking ahead, Kerry envisions a future where OluKai takes a giant leap into new waters, continually innovating and expanding. The company’s evolved incrementally, he says, with a focus always on building a quality product that lasts longer and performs better. This includes exploring new materials and technologies to enhance both product and environmental impact.

In essence, OluKai is more than just a footwear brand; it’s a movement that champions the spirit of Aloha in everything it does, Konrady concludes. Through its products, partnerships, and community initiatives, OluKai continues to make waves, one comfortable step at a time.