ALOHA

Our foundation is represented by a simple hand gesture.  The notion came about amongst a group of friends on the beach in Hawaii.  They came across a couple also on the beach, communicating in sign language.  One of the friends took note of a sign 🤟 they had both made and then made an effort to recreate it himself.  The couple noticed his attempt and chuckled a bit...then shared the same sign back.  Later the group learned it was the sign "I Love You" but their friend had given it a Hawaiian spin.  Unknowingly, he had intertwined the iconic Hawaiian Shaka gesture, universally recognized as a sign of good vibes, connection, and “hang loose” living with the the American Sign Language symbol for “I Love You,” where the letters I, L, and Y come together in a single, graceful sign.  

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The result became a seamless blend of cultural meaning—joy, kindness, and authenticity expressed through one unified mark.  A mark that represents what it means to Be Aloha.  It is both an invitation and a way of life.  

This happenstance moment on the sand & surf is now more than a bond amongst friends—it’s a movement.  Pairing the laid-back, welcoming spirit of the Shaka with the sincerity and purity of “I Love You,” the emblem radiates a universal message: spread love, share affection, strive for peace, lead with compassion, show mercy & carry the spirit of Aloha wherever you go.  Let your good energy be felt across communities and cultures—encouraging one & all to simply Be Aloha.