Buena Onda

What Buena Onda does

Buena Onda is a privately held lifestyle brand and social enterprise (The Buena Onda LLC, Nebraska) founded in 2013 by Kevin Kennedy. The company sources handmade products directly from five Wayuu families in the La Guajira region of Colombia and, since 2017, from Moroccan Berber artisans, selling one-of-a-kind, fair-trade Wayuu mochilas (single and double thread), bracelets, guitar straps, dog collars, headbands, clutches, belts, scarves, fanny packs, hammocks, dresses, pocketed t-shirts, hoodies, and Moroccan leather backpacks. There is no proprietary technology platform; the underlying "technology" is the traditional Wayuu hand-weaving technique performed without a loom, in which each artisan or family uses a unique counting process to produce distinctive patterns, with each mochila reportedly requiring 10-30 days to complete.

The business operates a hybrid go-to-market centered on event-driven retail (9+ major U.S. music festivals per year including Bonnaroo, Hangout, Sasquatch, Electric Forest, Wakarusa, Firefly, Shaky Knees, Kaaboo, and Bumbershoot), direct-to-consumer e-commerce through a Squarespace storefront, and select wholesale/retail partnerships including Without Walls (Urban Outfitters family), Nomad Surf Shop, and Beau and Ro Bag Company. Pricing is unit-based, ranging from approximately $20 for logo tees to $65 for hoodies, with one-of-a-kind mochilas at higher price points.

Revenue is generated entirely through one-time product sales, supplemented by brand/marketing collaborations (e.g., Dark Horse Wine at Kaaboo Festival). The company has not raised institutional capital beyond a 2015 Kickstarter crowdfunding round, remains founder-owned and operated with 1-10 employees, and reports no revenue figures publicly. Its customer base is fragmented across festival-goers, surf/beach lifestyle consumers, and fair-trade/social-enterprise supporters, with no disclosed enterprise customer concentration.

Name

Buena Onda

Legal name

The Buena Onda LLC

Website

https://thebuenaonda.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Buena Onda is a founder-owned lifestyle brand and social enterprise that sells handmade, fair-trade bags, apparel, and accessories sourced from Wayuu artisans in Colombia and Moroccan Berber artisans, distributed through U.S. music festivals, e-commerce, and select retail partners.

Ownership category

akta.pro rank

Product category

Handmade artisan bags and accessories

NAICS

Gift, Novelty, and Souvenir Retailers (45942)

SIC

Leather & Leather Products (3100)

akta.pro primary industry

Local Artisan, Handmade & Craft Gifts Retail (CRALAJAL)

Keywords

• Handmade artisan bags
• Fair-trade fashion accessories
• Wayuu mochilas
• Social enterprise apparel
• Handwoven lifestyle goods

Headquarters

HQ city

North Platte

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales: The company generates revenue through direct sales of handmade Wayuu products including mochilas (bags), bracelets, dresses, guitar straps, dog collars, t-shirts, hoodies, and Moroccan leather products. All products are one-of-a-kind, fair-trade, and handmade by Wayuu artisans in Colombia or Moroccan artisans.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Buena Onda designs, sources, and sells handmade artisan lifestyle products — primarily Wayuu mochilas and related accessories — that it markets directly to consumers. All products are one-of-a-kind, fair-trade, and handmade by Wayuu artisan families in Colombia, with recent expansion to Moroccan Berber leather goods. The company retails through its own website, music festivals, trade shows, and select wholesale partners.

Product overview

Buena Onda is a lifestyle brand and social enterprise offering handmade Colombian products crafted by the Wayuu People of Colombia, with recent expansion to include Moroccan artisans. The core product line centers on Wayuu Mochilas (traditional handwoven bags), supplemented by accessories (bracelets, guitar straps, dog collars, headbands, clutches, belts, scarves, fanny packs), apparel (t-shirts, hoodies, dresses), and home goods (hammocks). All products are one-of-a-kind, handmade, and fair-trade, with the company working directly with artisan families to provide sales channels without middlemen. The product portfolio spans Single Thread and Double Thread Mochilas as the flagship offerings, complemented by Moroccan leather backpacks representing international artisan partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Buena Onda: Handmade, fair-trade lifestyle brand featuring Wayuu mochilas, bags, dresses, bracelets, dog collars, guitar straps, t-shirts, hoodies, and Moroccan backpacks sourced from Wayuu People of Colombia and Moroccan artisans.

Products and services

• Single Thread Mochilas Handmade Colombian bags crafted by Wayuu women using a single-thread crochet weaving technique performed without a loom. Each bag features unique patterns specific to the artisan or family and is made with natural dyes. Sold directly to consumers through the Buena Onda website, music festivals, and select retail partners.
• Double Thread Mochilas Handmade Colombian bags crafted by Wayuu women using a double-thread crochet weaving technique without a loom. The double-thread construction produces more durable and structured handbags with unique artisan patterns and natural dyes. Sold directly to consumers and through select retail partners.
• Bracelets Handwoven bracelets made by Wayuu artisans in Colombia, available in double threaded, single threaded, straight braid styles, and custom word/branding variants. Each comes with optional ceramic buttons from partner Earthen Joy. Sold directly to consumers and at festivals.
• Guitar Straps Handmade guitar straps crafted from Wayuu textiles combined with leather attachments added at Buena Onda's North Platte, Nebraska headquarters. Targeted at musicians seeking unique, fair-trade instrument accessories.
• Moroccan Backpacks Leather backpacks handmade by Moroccan Berber artisans, representing Buena Onda's expansion to artisans outside Colombia. Unlike Wayuu products which use cotton, these are fully leather handmade bags.
• Small Dog Collars Handmade dog collars crafted by the Wayuu People of Colombia in sizes from 13–20 inches. Each collar comes with a matching bracelet. Targeted at pet owners seeking artisan-made accessories.
• Logo T-Shirts T-shirts featuring the Buena Onda logo, including tank tops, t-shirts in multiple colors (neon yellow, yellow, dark gray, pink, navy, neon green), and women's baseball styles. Priced from $20 to $22.
• Pocketed T-Shirts Handmade t-shirts featuring handwoven pockets made by Wayuu artisans. Available in multiple colors (dark navy, turquoise, red, light blue, yellow, maroon, black, white) and both short and long sleeve lengths, priced $40–$55.
• Hoodies 100% cotton hoodies featuring handmade pockets crafted by Wayuu artisans. Includes Black Pocketed Hoodie at $65 and Black Zip Up Hoodie with Pocket at $65.
• Wayuu Dresses Handmade dresses crafted by Wayuu women in Colombia, featuring vibrant colors and traditional patterns. Sold through Buena Onda's website and through Without Walls (an Urban Outfitters family brand).
• Wayuu Headbands Handwoven headbands made by Wayuu artisans in Colombia.
• Wayuu Clutches Small handwoven clutches made by Wayuu artisans in Colombia.
• Wayuu Belts Handwoven belts crafted by Wayuu artisans in Colombia.
• Wayuu Hammocks Handwoven hammocks made by Wayuu artisans in Colombia, offered as Buena Onda home goods.
• Scarves Handwoven scarves featuring autumn seasonal patterns, made by Wayuu artisans.
• Fanny Packs (Beau and Ro collaboration) Belt bags created through a collaboration with Beau and Ro Bag Company, combining Buena Onda Wayuu textiles with leather. Each bag is one-of-a-kind and locally made in New York City.
• Stocking Caps Handmade winter stocking caps featuring Wayuu patterns.

Quantifiable outcome

• Products can take 10-30 days to complete one Wayuu mochila
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• Dark Horse WineminorGTM or Marketing Partner · 1 September 2017Buena Onda partnered with Dark Horse Wine at Kaaboo Festival in Del Mar, California to bring awareness to the Wayuu people of Colombia. Handmade bracelets sold at the partnership booth, re-stocking multiple times due to high demand.
• Pal's BreweryminorGTM or Marketing PartnerBuena Onda was hosted at Pal's Brewery in North Platte, NE for a weekend event featuring live music by Kevin Kennedy iii while locals enjoyed drinks and handmade products.
• Beau and Ro Bag CompanycoreStrategic or Co-development PartnerCollaboration to create belt bags using beautiful Buena Onda textiles paired with leather. Products are globally sourced by Buena Onda and locally made in New York City by Beau & Ro. Each bag is one-of-a-kind.
• Nomad Surf ShopcoreChannel Partner/ Reseller/ DistributorNomad Surf, a family-owned surf shop since 1968 located 20 miles south of Palm Beach on A1A, carries Buena Onda Wayuu Mochilas for sale to their customers.
• Moroccan ArtisanscoreStrategic or Co-development PartnerNew partnership with Moroccan artisans for leather products. These products are completely handmade using leather (unlike Wayuu products which use cotton). Part of company's expansion to add artisans from different countries.
• Kevin Kennedy iiiminorGTM or Marketing PartnerKevin Kennedy iii is a musician and brand advocate who provides live music at Buena Onda events and helps spread the Buena Onda story at festivals. He is also the founder Kevin Kennedy's son.
• Earthen JoyminorStrategic or Co-development PartnerPartnership with Earthen Joy (owner Joy O'connor) to provide ceramic buttons for handmade bracelets, adding perfect finishing touches while confirming fair-trade authenticity.
• Without Walls (Urban Outfitters)coreChannel Partner/ Reseller/ DistributorWithout Walls is an Urban Outfitters family brand dedicated to bringing new and adventurous products. Buena Onda dresses are sold through this channel.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Citizenry: Direct-to-consumer fair-trade home goods and accessories brand that partners with artisan groups globally. Comparable to Buena Onda in mission, DTC e-commerce model, and artisan-driven product mix.
• MADE Trade: Certified fair-trade e-commerce retailer of apparel, bags, and accessories sourced from global artisan cooperatives. Closely matches Buena Onda's fair-trade positioning and multi-category artisan assortment.
• Novica: Online marketplace specializing in handmade artisan products, including Wayuu-inspired bags and Latin American crafts. Competes directly with Buena Onda in the artisan bag category and storytelling-led DTC channel.
• Ten Thousand Villages: Long-established fair-trade retailer of handmade artisan goods including bags, accessories, and home goods. Comparable mission and product breadth, with broader retail footprint than Buena Onda.
• Sseko Designs: Fair-trade fashion and accessories brand employing artisans in Uganda and other countries. Comparable social-enterprise model, handcrafted product mix, and DTC + festival/event-driven sales motion.
• Anchal Project: Fair-trade brand producing textiles, bags, and home goods with artisan women in India. Highly comparable in mission (women-artisan empowerment), handmade textiles, and premium one-of-a-kind positioning.
• Indego Africa: Nonprofit social enterprise partnering with artisan women in Rwanda and Uganda to produce handwoven bags and accessories. Directly comparable artisan supply model and DTC mission-driven retail.

Broad incumbents

• Cuyana: Premium DTC handbag and accessory brand with a 'fewer, better things' positioning. Comparable premium DTC channel and bag/accessory focus, though larger scale and not fair-trade focused.
• Anthropologie: Large specialty retailer with broad assortment of bohemian, artisan-inspired apparel, bags, and home goods. Carries competing handmade-style bags and represents the type of national retail channel Buena Onda aspires to access.

Others

• Etsy: Online marketplace hosting thousands of independent sellers of handmade artisan bags, accessories, and apparel. Competes indirectly with Buena Onda for the same one-of-a-kind artisan-bag consumer and serves as a discovery channel for similar products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TheBuenaOnda
• YouTubeyoutube.com/kevstalent
• Facebookfacebook.com/thebuenaonda
• Instagraminstagram.com/TheBuenaOnda
• LinkedInlinkedin.com/company/buena-onda

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Buena Onda