What Aloha Modern does

Aloha Modern is a Hawaiian lifestyle brand that designs, markets, and sells apparel, microfiber towels, headwear, bags, and homegoods whose patterns are rooted in Hawaiian mo'olelo (cultural storytelling traditions). Founded by Mālia Kaʻaihue (PhD) and Reyn Mukawa (architect and graphic designer), the company operates as a Kanaka-owned direct-to-consumer e-commerce brand powered by Shopify, with a customer service address in Honolulu and a warehouse/returns facility in Waianae. Its product portfolio is organized across five categories — Kāwele (towels), ʻAʻahu (apparel), Pāpale (headwear), Wehi (accessories), and Hale (homegoods) — with a companion sub-brand, Kuu Home Aloha, extending the line into pillowcases and home décor. Pricing is structured around unit transactions ranging from $18 for keiki tees to $85 for large duffle bags, with a $5 gift-box add-on and promotional bundles such as buy-three-get-four-free pillowcases.

The company sells exclusively through its Shopify storefront, accepting Shop Pay, PayPal, Apple Pay, Google Pay, Bancontact, iDEAL, and major credit cards, with shipping to the United States, Canada, Australia, and Japan. It uses Google Analytics for site analytics but has no proprietary technology stack, AI/ML capabilities, or third-party API integrations. Distribution is wholly DTC; there is no wholesale, marketplace, or physical retail presence. Marketing is community-led: brand ambassadors (including named young Hawaiian surfers and cultural advocates) and sponsorships of keiki surf contests (Andy Irons Forever Festival, Rell Sunn Menehune Surfing Championships, Nā Kama Kai Keiki Surf Kontest, North Shore Menehune Surf Contest) drive top-of-funnel acquisition, supplemented by Instagram, Facebook, and email newsletters. The business is privately held by its two founders with no disclosed outside investment, subsidiaries, or parent company.

Name

Aloha Modern

Legal name

Aloha Modern

Website

https://alohamodern.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Aloha Modern is a Kanaka-owned Hawaiian lifestyle e-commerce brand selling culturally rooted apparel, microfiber towels, headwear, bags, and homegoods through a single Shopify storefront to consumers in the US, Canada, Australia, and Japan.

Ownership category

akta.pro rank

Product category

Hawaiian Lifestyle Apparel and Accessories

NAICS

Clothing and Clothing Accessories Retailers (458110), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Retail-Family Clothing Stores (5651)

akta.pro primary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

akta.pro secondary industry

Gift, Novelty & Souvenir Variety Stores (CRAGAJAG)

Keywords

• Hawaiian lifestyle apparel
• Microfiber beach towels
• Cultural storytelling merchandise
• Ocean lifestyle accessories
• Hawaiian homegoods

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Direct Product Sales: Revenue generated from selling Hawaiian lifestyle products including apparel (t-shirts, hoodies, Aloha shirts, polos), microfiber towels, headwear, accessories (bags, beanies), and homegoods (pillowcases) directly to consumers through the e-commerce storefront. Products are priced at various points from $18 to $85, with gift box add-ons at $5.
2. Sale Items and Discounted Products: Clearance and last chance sale items offered at reduced prices, up to 40% off original prices, driving revenue through inventory turnover and customer acquisition.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Aloha Modern designs and sells Hawaiian lifestyle products direct-to-consumer through its Shopify e-commerce storefront. The product range includes microfiber beach towels ($60), apparel such as tees, Aloha shirts, polos, and hoodies ($24–$75), headwear including 5-panel caps, corduroy caps, and beanies ($24–$40), accessories such as tote bags, duffle bags, and backpacks ($32–$85), and homegoods pillowcases ($35). Every product carries designs rooted in Hawaiian moʻolelo storytelling traditions, and a $5 gift-box add-on is offered.

Product overview

Aloha Modern is a Hawaiian lifestyle company founded by Mālia Kaʻaihue and Reyn Mukawa, offering a unified brand portfolio of apparel, accessories, homegoods, and travel gear all grounded in Hawaiian cultural storytelling (moʻolelo). The product lineup is organized into five main categories: (1) Microfiber Towels — including the Hilo, Ahupuaʻa Series, Nā Moʻolelo Series, and Hae Microfiber Towels (each retailing at $60); (2) Apparel — encompassing adult and children's T-shirts (Who's Your Faddah? Tee at $50, Keiki Tees at $30), Aloha shirts (ʻIlima Aloha Shirt at $65), polo shirts (ʻUlu Polo Shirt), hoodies (Helu Pō Hoodie at $75), and the Wāhine dress/pareo line; (3) Headwear — the Mauna Series 5-panel caps (Lēʻahi, Waiʻaleʻale, Kaʻala, Haleakalā, Maunakea at $40 each), Limited Series corduroy caps (Aloha, Kuleana, Pono at $40), and waffle-knit beanies (Aloha, Kuleana, Aloha ʻĀina, Kanaka at $24); (4) Accessories & Bags — including the E Minoʻaka Tote ($35), Mahina and Ulana print totes ($32–$35), large duffles (Hilo, ʻUlu, Kaula, Kōwā at $65–$85), small duffles (Pueo, ʻIlima, ʻUlu Palaka, Hilo at $65), and backpacks (Mahina Uli, Mahina Halakea, Hilo, Palaka ʻUlu, Hae, ʻUlu, Kōwā, Niu); (5) Homegoods (Kuu Home Aloha) — featuring the pillowcase collection with 10+ designs (Mahina, Hilo, Niu, ʻIlima, ʻUlu, Pūkoʻa, Māui, Kōwā, and Helu Pō pillowcases, each 18×18 inches at $35). All products feature designs rooted in Hawaiian cultural narratives, with a companion Design Stories (Moʻolelo) resource documenting the stories behind each pattern. The company also offers a gift-box add-on service and runs a community program supporting keiki surf contests. The e-commerce platform is powered by Shopify.

Differentiator

Problem solved

Functional benefit

Brands

• Kuʻu Home Aloha: Homegoods line by Aloha Modern featuring pillowcases and home decor items
• KHA

Products and services

• Hilo Microfiber Towel Lightweight, compact, sand-and-grass-resistant, fast-drying suede microfiber towel designed for beach and outdoor use. Priced at $60.
• Hawaiʻi Ahupuaʻa Microfiber Towel Microfiber towel in the Ahupuaʻa Series featuring culturally inspired design motifs tied to Hawaiian land division traditions. Priced at $60.
• Nā Moʻolelo Series Microfiber Towel Microfiber towel in the Nā Moʻolelo Series themed around Hawaiian storytelling traditions. Priced at $60.
• Hae Microfiber Towel Microfiber towel featuring a design commemorating Lā Hoʻihoʻi Ea (Sovereignty Restoration Day) and the story of Hae Hawaiʻi. Priced at $60.
• Who's Your Faddah? Tee Unisex adult T-shirt featuring a culturally themed design. Priced at $50.
• Who's Your Faddah? Keiki Tee Children's version of the Who's Your Faddah? T-shirt. Priced at $30.
• Aloha Keiki Tee Children's T-shirt featuring the Aloha design from the Keiki apparel collection. Priced at $30.
• Hula Keiki Tee Children's T-shirt featuring the Hula design from the Keiki apparel collection. Priced at $30.
• ʻOhana Keiki Tee Children's T-shirt featuring the ʻOhana (family) design from the Keiki apparel collection. Priced at $30.
• Helu Pō Wahine Tee Women's T-shirt featuring the Helu Pō (moʻolelo) design from the Wāhine apparel collection. Priced at $24.
• ʻIlima Aloha Shirt Aloha-style button-down shirt for men and women featuring the ʻIlima design. Priced at $65.
• ʻUlu Polo Shirt Polo shirt featuring the ʻUlu (breadfruit) design motif, available in men's and women's cuts in multiple colorways. Priced at $30.
• Helu Pō Hoodie Cozy, comfortable hoodie rooted in the Helu Pō (moʻolelo/legend) storytelling tradition. Priced at $75.
• Maunakea 5-Panel Cap Styled 5-panel cap featuring Maunakea (Big Island mountain) design theme from the Mauna Series. Priced at $40.
• Haleakalā 5-Panel Cap 5-panel cap featuring Haleakalā (East Maui volcano) design from the Mauna Series. Priced at $40.
• Lēʻahi 5-Panel Cap 5-panel cap from the Mauna Series featuring the Lēʻahi (Diamond Head) design. Priced at $40.
• Waiʻaleʻale 5-Panel Cap 5-panel cap from the Mauna Series featuring the Waiʻaleʻale (Mount Waialeale, Kauai) design. Priced at $40.
• Kaʻala 5-Panel Cap 5-panel cap from the Mauna Series featuring the Kaʻala (Mount Kaʻala, Oahu) design. Priced at $40.
• Aloha Corduroy Cap Limited Series corduroy cap with Aloha design. Priced at $40.
• Kuleana Corduroy Cap Limited Series corduroy cap with Kuleana design. Priced at $40.
• Pono Corduroy Cap Limited Series corduroy cap with Pono design. Priced at $40.
• Aloha Beanie Waffle-knit beanie featuring the Aloha design. Priced at $24.
• Kuleana Beanie Waffle-knit beanie featuring the Kuleana design. Priced at $24.
• Aloha ʻĀina Beanie Waffle-knit beanie featuring the Aloha ʻĀina (love of the land) design. Priced at $24.
• Kanaka Beanie Waffle-knit beanie featuring the Kanaka design. Priced at $24.
• E Minoʻaka Tote Printed tote bag featuring the Minoʻaka design. Priced at $35.
• Mahina Print Tote All-over print tote bag featuring the Mahina (moon) design. Priced at $32.
• Ulana Print Tote All-over print tote bag featuring the Ulana (weaving) design. Priced at $35.
• Hilo Large Duffle Large all-over print duffle bag featuring the Hilo (braid/twist/moon) design. Priced at $85.
• ʻUlu Large Duffle Bag Large all-over print duffle bag featuring the ʻUlu (breadfruit) design. Priced at $65.
• Pueo Small Duffle Small gym/duffle bag featuring the Pueo (Hawaiian owl) design. Priced at $65.
• Mahina Uli Backpack All-over print minimalist backpack featuring the Mahina Uli design from the travel gear collection.
• Mahina Halakea Backpack All-over print minimalist backpack featuring the Mahina Halakea design from the travel gear collection.
• Mahina Pillowcase 18×18 throw pillowcase featuring the Mahina (moon) design from the Kuu Home Aloha (Hale) homegoods collection. Priced at $35.
• Hilo Pillowcase 18×18 throw pillowcase featuring the Hilo design from the Kuu Home Aloha (Hale) homegoods collection. Priced at $35.
• Niu Pillowcase 18×18 throw pillowcase featuring the Niu (coconut) design from the Kuu Home Aloha (Hale) homegoods collection. Priced at $35.
• ʻIlima Pillowcase 18×18 throw pillowcase featuring the ʻIlima flower design from the Kuu Home Aloha (Hale) homegoods collection. Priced at $35.
• ʻUlu Pillowcase 18×18 throw pillowcase featuring the ʻUlu (breadfruit) design from the Kuu Home Aloha (Hale) homegoods collection. Priced at $35.
• Pūkoʻa Pillowcase 18×18 throw pillowcase featuring the Pūkoʻa (coral head) design from the Kuu Home Aloha (Hale) homegoods collection. Priced at $35.
• Māui Pillowcase 18×18 throw pillowcase featuring the Māui design from the Kuu Home Aloha (Hale) homegoods collection. Priced at $35.
• Kōwā Pillowcase 18×18 throw pillowcase featuring the Kōwā (Hawaiian channels) design from the Kuu Home Aloha (Hale) homegoods collection. Priced at $35.
• Aloha Modern Gift Box Gift packaging add-on available for $5 additional to make any Aloha Modern order a gift. Gift box dimensions are 10 x 8 x 4 inches.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationShopify powers the Aloha Modern online store, providing e-commerce infrastructure, payment processing, and order management capabilities. The company uses Shopify to handle all online transactions, inventory management, and customer checkout experiences.
• Nā Kama KaicoreStrategic or Co-development PartnerNon-profit organization providing ocean safety education and youth development programs. Aloha Modern supports their keiki surf contests and community events. Ambassador Micah DeSoto serves as Ocean Clinic Coordinator for the organization.
• Andy Irons FoundationcoreStrategic or Co-development PartnerNon-profit foundation honoring the legacy of surfing champion Andy Irons. Aloha Modern supports the Andy Irons Forever Festival and related community events supporting the next generation of surfers.
• Rell Sunn Menehune Surfing ChampionshipscoreStrategic or Co-development PartnerYouth surf competition honoring Rell Sunn, legendary Hawaiian surfer. Aloha Modern serves as a sponsor for this keiki surf contest that celebrates Hawaiian surfing heritage.
• North Shore Menehune Surf ContestcoreStrategic or Co-development PartnerKeiki surf competition on Oahu's North Shore. Aloha Modern supports this event as part of their commitment to inspiring and mentoring the next generation of ocean ambassadors.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Billabong: Billabong is an established global surf lifestyle brand with a broad apparel, accessories, and footwear assortment sold via DTC, wholesale, and licensed distribution. Comparable to Aloha Modern as a surf/ocean lifestyle apparel brand, but Billabong operates at vastly greater scale and is more commercial than culturally-rooted.
• Yeti: Yeti is a premium outdoor lifestyle brand built on durability, community engagement, and DTC-led premium pricing across coolers, drinkware, and apparel. Comparable to Aloha Modern in DTC premium positioning, outdoor lifestyle framing, and community-driven marketing, though Yeti operates at far greater scale.
• Patagonia: Patagonia is an outdoor lifestyle and apparel leader with a strong values-driven brand, DTC-first distribution, and deep community/advocacy programming. Comparable to Aloha Modern in values-led positioning, outdoor lifestyle framing, community engagement, and DTC focus, though Patagonia is a vastly larger incumbent.

Direct peers

• Kahala Sportswear: Kahala is a Honolulu-based Hawaiian apparel manufacturer producing aloha shirts, tees, and resort wear for both its own labels and private-label customers. Comparable to Aloha Modern in product category (Hawaiian apparel) and Hawaii-anchored operations, with a more manufacturing/wholesale-oriented model.
• Tori Richard: Tori Richard is a long-established Hawaiian apparel brand (founded 1956) producing premium aloha shirts, dresses, and resort wear sold through its own retail and wholesale channels. Directly comparable to Aloha Modern in the Hawaiian apparel category, with a more mature distribution footprint and broader assortment.
• Honolua Surf Co. Honolua Surf Company is a Hawaiian surf-inspired apparel and accessories brand with heritage dating to the 1970s, operating DTC and wholesale. Comparable to Aloha Modern in surf-culture framing, Hawaii-rooted brand story, and apparel + accessories assortment, though more established and broader in distribution.
• Salt Life: Salt Life is a beach and ocean lifestyle apparel brand producing graphic tees, hats, swimwear, and accessories targeting surfers, anglers, and ocean enthusiasts. Comparable to Aloha Modern in ocean lifestyle positioning, apparel-led DTC assortment, and community-driven marketing, though Salt Life has significantly broader distribution and scale.
• Reyn Spooner: Reyn Spooner is an iconic Hawaiian aloha shirt brand with deep heritage (since 1956), operating its own retail stores, wholesale, and licensing. Directly comparable in product category (Hawaiian shirts and lifestyle apparel) and cultural positioning, though at a much larger scale than Aloha Modern.
• OluKai: OluKai is a Hawaiian-inspired footwear and lifestyle brand built on cultural authenticity and premium positioning, distributed via DTC and select wholesale. Comparable to Aloha Modern in cultural authenticity framing, premium ASPs, and DTC-first go-to-market, though OluKai is significantly larger (acquired by Fender Musical Instruments in 2018).

Emerging players

• Vuori: Vuori is a California-based premium activewear and lifestyle apparel brand distributed primarily via DTC. Comparable to Aloha Modern in DTC-led premium lifestyle positioning and direct-to-consumer growth playbook, though Vuori operates in the broader activewear category rather than Hawaiian heritage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/alohamodern
• Instagraminstagram.com/alohamodern
• LinkedInlinkedin.com/company/aloha-modern

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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 Aloha Modern