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It started as a different approach to a footwear company. They 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. Olukai views their approach today as part of a path; a journey that started with their ancestors that have passed down stories, values, and spirit. 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. Our Aloha, our 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 our core values. They produce products they believe in. Products they can stand behind. Olukai believes in quality of product and material, craftsmanship in construction and finding quality in life by the choices we make everyday.