It started as a different approach to a footwear company. Olukai 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 produces products they believe in. Products they can stand behind. They believe in quality of product and material, craftsmanship in construction and finding quality in life by the choices we make everyday. Olukai believes that everybody, no matter where you live, can live aloha.