Olukai believes in its products; the quality and durability of the latter is forefront through the production of their merchandise. Placing an emphasis on giving back, Olukai has been preaching generosity since its early days, before the company was even profitable. With giving back consisting of one of Olukai’s core values, the company’s philosophy inspires actions that can change the world – that of their employees and founders as well as their customers’. This means that their will to operate sustainably does not rest on a simple ethos, but on stories and values passed down from one generation to the next that encourage real change and positivity.