Hawaii at your feet
MANILA, Philippines - Hawaii is known for its surf, world-class beaches and laid-back vibe. They’re mondo advocates of protecting the environment and pretty rad when it comes to being one with nature and its spirits. With the help of a little blue alien with dog-like features, their philosophy of “ohana” or family has left its shores and reached all corners of the globe making people more aware of Hawaii.
Quite recently, OluKai has managed to make its way all the way from Aloha waters to Mabuhay shores. Right off, its name exudes a distinctively Hawaiian spirit: Olu meaning comfort and kai for ocean. It is a premium sandal company that has uniquely transformed Polynesian culture, style, and functionality catering to a niche market’s need for a pair of soles that is premium in design and materials, and is also authentic to the ocean lifestyle.
OluKai is founded by the collaboration between Bill Worthington with his background in footwear design from Nike and Matt Till’s years of experience as a sales executive in Quiksilver. They’ve managed to create a brand that has gained much recognition in an already saturated industry since its conception in 2005, taking home the “Breakthrough Brand of the Year” award at the 8th Annual Surf Industry Manufacturers Association Image Awards (SIMA).
When Kerry Konrady, marketing director of OluKai, came to visit he said, “OluKai is lifestyle in, out and around the water.”
Their collections have been inspired by watermen of all types and their relation with the sea. Makai, which can be translated as “Towards the Ocean,” is a collection that’s all about living an active lifestyle. It fuses together innovative materials and advance technology for better performance. It incorporates quick-drying and highly resistant materials for everyday use. Its anatomical footbed technology allows for a perfect and comfortable fit the first time it is worn. There is no need to break it in, so to speak.
Makua, the other collection, means “Towards the Land.” Though this collection is more about dry land, the collection recognizes that fact that any waterman will always find his way back to the ocean. That is why it also features naturally water-resistant leather for those who cannot say “no” to the beckoning of the waves.
The collection is made with the island’s warm tones, organic textures and smooth finishes in mind. Polynesian culture and heritage are seen in the authentic artworks carefully stitched, etched and embossed, giving the collection its distinct look. Like its brother, it boasts an anatomical footbed for that perfect-comfortable fit that only an OluKai can give.
OluKai as a brand believes in quality over price and Kerry Konrady best explains this when he tries to identify the brand’s target market.
He says, “OluKai is premium footwear utilizing the best materials and technology. We target a consumer that’s knowledgeable and wants the best in class… consumers that understand something may cost them more initially but over the course of time what they get will far exceed what they’ll get if they buy a cheap pair of sandals. Our primary customers are not monetary driven but experience-driven.”
Given that the brand’s niche market has close relations to the water, it is only makes sense that it uses materials which can flourish in its natural environment. Their naturally water-resistant leathers are from environmentally conscious ISO-14001 tanneries.
“In Hawaiian spirit, we’re extremely environmentally conscious. Our leathers are all sourced from environmentally conscious and certified tanneries and the soles on our sandals are made from recycled rubber,” Konrady adds.
Even the straps and footbeds are completely water-resistant while the linings used in the Makai collection offer quick dry performance. OluKai also believes in the importance of construction or craftsmanship.
The footwear’s true-to-fit design that allows it to conform to your feet right out of the box is the result of quality manufacturing. Loop connections, inner reinforcements and exterior seam stitches for the toe posts provide better durability and comfort. The intricate Polynesian designs are embossed, laser etched and hand stitched to add character to the pair and not make wearing it uncomfortable. Which leads to the third and last characteristic — comfort. It is designed to be uncommonly comfortable with its anatomical footbed. The unique footbed design ensures proper medial and lateral arch support, improved comfort and support the natural contours of the foot. Stress-resistant polymers provide cushioning, lateral torsion support and flex points that bend where the foot naturally bends. The cupped heal design centers and aligns the foot, minimizing pronation and supination. It also enhances natural bone protection and shock absorption. The rubber soles are ultra durable providing long-term grip, wear and protection.
The Primer Group of Companies has brought numerous world-class, premium products to the country. OluKai, with its heart found in the center of the ocean, is one premium footwear brand that Filipinos won’t have a hard time relating to. Not to mention that it’s also all about comfort, a trait that any consumer looks for.
One of the fastest-growing footwear brands in America, OluKai recently became available in the Philippines through retail distributor — The Primer Group of Companies.
OluKai global director of marketing Kerry Konrady gives Philippine STAR firsthand knowledge about the brand, its history, CSR initiatives and his plans within the Philippine market.
PHILIPPINE STAR: What is OluKai about?
KERRY KONRADY: OluKai was founded in Hawaii and so are the spiritual principals of the brand. Hawaii is a great place because it has a sense of family and community. Everyone is so welcoming and will take you into their homes. It’s so diverse. Hawaii has an international elite crowd and is so contemporary, yet it embraces and is socially conscious about the environment, the waves, the oceans. This is what OluKai is about. Lifestyle in, out and around the water. In short, OluKai is Hawaii simplicity at its finest.
What differentiates OluKai?
We are extremely concerned with quality. It’s our attention to detail and the actual construction of our products that separate us. Each pair has our anatomical footbed that supports and positions your entire foot naturally, making you less tired while you walk. This also allows the sandals to fit your feet right when you buy them without having to break them in. We use the best leathers and polymers with cushioning top layers for added comfort and durability.
In Hawaiian spirit, we’re extremely environmentally conscious. Our leathers are all sourced from environmentally conscious and certified tanneries and the soles on our sandals are made from recycled rubber.”
What inspires you about the brand?
I get really inspired by our close-knit group and the sense of ohana or “family,” the aspirational baseline of the brand being so authentic and being able to hang our hat on a product that’s so quality driven.
What product innovations are in the pipeline?
We’ve been working on a more open toe sandal you can wear in and around the water.
Why the Philippines?
OluKai is well established in the US. The Philippines is tropical so there will always be a need for sandals, premium ones right down to the cheap ones, with how many beaches and islands are here.
http://img6.imageshack.us/img6/5571/lif7c450.jpgWhat is Ohana Initiatives?
Our company was founded on the principles of giving back and taking care of your community. It’s important we make a difference and we therefore created a part of the company that focuses on giving back to the community, the environment and those in need. It’s important to be a good corporate citizen and aside from giving back monetarily, we make efforts to give back in other ways like preservation and restoration initiatives.
Will you implement your Ohana Initiatives in the Philippines?
Most definitely. We’re excited about the brand and its place here in the Philippines. Giving back and the principles of quality are translatable to other countries. It’s a global concept with local relevance. We are excited to learn about the local culture in the Philippines and to understand how we can help make a positive difference.
OluKai is exclusively distributed by the Primer Group of Companies.
For inquiries, visit www.primergrp.com.
