OluKai launches UK website following “consumer demand”

US men’s and women’s footwear brand OluKai, which was founded in California in 2005 but is “Hawaii inspired” in design and ethos, has just launched a dedicated UK website following increased consumer demand.

From the casualisation of office culture and increased appetite for outdoors activities and coastal living, OluKai believes it is “well suited to its target UK audience’s needs”.

The brand also has “plans for strategic partnerships with key retail and owned-retail business in the next calendar year”.

OluKai translates to “comfortable ocean” in Hawaiian, and the footwear includes its signature premium leather sandals, as well as slip-on shoes, shearling slippers and trainers.

Anatomical footbeds ensure exceptional comfort and a superior fit, with the brand’s ‘Wet Sand Principle’ inspired by the way a bare foot sinks into wet sand. The ‘Drop-in heel’ allows wearers to easily slip closed-toe shoes on and off, “whilst paying respect to Hawaiian custom of removing shoes when entering someone’s home”.

OluKai Chief Marketing Officer, Kerry Konrady, said: “OluKai has earned its place as a leading consumer lifestyle brand throughout the USA through its commitment to supporting Hawaiian values as well as delivering unique, high quality footwear for all seasons, environments and climates.

“Through our ‘Anywhere Aloha’ brand inspiration, we celebrate the aloha spirit in each of us. Believing, while aloha was born in Hawaii, its spirit is not bound by geography.”

OluKai was one of the first footwear businesses to be awarded a Certified B-Corporation in 2014, due to the brand’s efforts in minimising wastewater, community service, and building quality products that last longer, all significantly lessening the brand’s manufacturing footprint.