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Olukai believes that everyone, no matter where you live, can and should live Aloha. It started as a different approach to a footwear company. Olukai wanted to create footwear that combines durability for the waterman and ocean lifestyle. Moreover, Olukai set out to be 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. We believe in quality of product and material, craftsmanship in construction and finding quality in life by the choices we make everyday. For these reasons, Olukai makes products we believe in, products we can stand behind.