OluKai Increases Support For Hawaiian Economy Hit Hard By Pandemic

Hawaii’s economy is heavily based on tourism. As a result, the state has been hit harder by the Covid-19 pandemic than most. In fact, the unemployment rate, which used to be one of the lowest, now ranks one of the highest in the nation. Certified B-Corp OluKai, known for its stylish, comfortable, and eco-conscious footwear, has stepped in to help the economy of Hawaii and its people.

Already, every OluKai product sold supports the non-profit Ama OluKai Foundation, whose mission it is to partner with organizations promoting and preserving native Hawaiian culture and the environment. In 2020, in order to help Hawaii even more during these trying times, OluKai donated a portion of all proceeds from its new Island Flower collection to the Chef Hui Group. The Chef Hui Group consists of local farmers, chefs and restaurants throughout Hawaii coming together to serve their community. This organization supports farmers, independent producers, agriculture-based organizations, and restaurants to provide meals for people in Hawaiian communities who are less fortunate. 

“OluKai has always sought to use our platform to amplify the voice of Hawaiians and their incredible culture to all Americans and beyond. During Covid, we donated footwear and funds through Aloha For the Front Lines and Honolulu-based Chef Hui. Original programming content like #CantQuarantineAloha, an ongoing IGTV series, showcases local know-how to inspire at-home projects ranging from gardening to yoga to ukulele jam sessions,” says Kerry Konrady, OluKai’s VP of marketing. 

For example, with the support of the Ama Olukai Foundation, Waipā Foundation was able to implement itʻs Mai Uka A I Kai Summer Youth Program in 2020, serving a total of 63 youth participants from Kauai’s north shore communities, of whom 79% were Native Hawaiian. The overall goal of the summer program was to increase cultural skills, knowledge, values and practices, while also providing quality childcare for working families.

Consumers are becoming increasingly savvy in terms of selecting brands that are socially and environmentally conscious. Better quality products last longer, so the resources that go into making the products and the volume of things that end up in the landfill is smaller. OluKai was founded on these principles. From the very beginning, the company has taken what traditionally was considered a disposable item – the three-point sandal – and turned it into a premium shoe, built to last with a high level of craftsmanship.

With the ocean being such an integral part of life in Hawaii, OluKai started with initiatives that had the biggest impact on water resources. The company identified leather and textile vendors that were accredited by third-party groups such as the Leather Working Group to minimize pollution and waste water. OluKai also calculates the carbon footprint of all its main styles, then focuses on taking effective steps in reducing carbon emissions. Finally, OluKai supports grassroots and local organizations of Hawaii through the Ama Olukai Foundation.

“Tackling sustainability is a gigantic task, and it can feel really overwhelming to think about the issues one needs to address,” says Senior Women’s Designer Juliana Sanfelici. “You don’t need to be perfect and you don’t need to take on all those issues at once. It’s better to take a close look at your brand, your product and your processes, then prioritize the areas of your business where you can have the biggest impact. That’s what we strive to do at OluKai.”

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