OluKai ramps up support for Hawaii’s economy hit hard by the pandemic

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

Already, every OluKai product sold supports the non-profit Ama OluKai Foundation, whose mission is to partner with organizations that promote and preserve native Hawaiian culture and environment. To better serve Hawaii during these difficult times, OluKai donated a portion of all proceeds from its new Island Flower collection to Chef Hui Group in 2020. The Chef Hui Group is made up of local farmers, chefs and restaurants throughout Hawaii who come together to serve their community. This organization supports farmers, independent producers, agricultural organizations and restaurants to provide meals to those in less fortunate Hawaiian communities.

“OluKai has always sought to use our platform to amplify the voice of Hawaiians and their incredible culture for all Americans and beyond. During Covid we have donated shoes and money through Aloha For the Front Lines and Honolulu based Chef Hui. Original program content like #CantQuarantineAloha, an ongoing IGTV series, showcases local expertise to inspire projects at home ranging from gardening to yoga to ukulele jam sessions,” said Kerry Konrady, OluKai’s vice president of marketing .

For example, with the support of the Ama Olukai Foundation, the Waipā Foundation was able to implement its 2020 Mai Uka AI Kai summer youth program, which served a total of 63 youth participants from Kauai’s North Shore communities, 79% of whom were Native Hawaiians. The overall aim of the summer program was to improve cultural skills, knowledge, values ​​and practices while providing quality childcare for working families.

Consumers are becoming more savvy when it comes to choosing brands that are socially and environmentally conscious. Better quality products last longer, so there are fewer resources going into making the products and less stuff going to landfill. OluKai was founded on these principles. From the very beginning, the company has turned the traditional throw-away item – the three-point sandal – into a premium shoe that is built to last with a high level of craftsmanship.

Because the ocean is such an integral part of life in Hawaii, OluKai began initiatives that would have the greatest impact on water resources. The company identified leather and textile suppliers 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 and then focuses on taking effective steps to reduce carbon emissions. Finally, OluKai supports grassroots and local organizations in Hawaii through the Ama Olukai Foundation.

“Tackling sustainability is a gargantuan task, and it can feel really overwhelming to think about the issues that need to be addressed,” says senior women’s designer Juliana Sanfelici. “You don’t have to be perfect and you don’t have to deal with all these issues at once. It’s better to take a close look at your brand, product and processes, and then prioritize the areas of your business where you can make the greatest impact. That’s what we strive for at OluKai.”