OLuKai recently launched their new #AnywhereAloha campaign in Los Angeles. The lifestyle footwear maker inspired by the spirit Aloha and the Hawaiian islands brought together two great artist, Kamea Hadar, co-director for Pow!Wow!Hawaii! and Tristan Eaton, who’s work can be seen in galleries across the world and in MOMA, on a collaborative piece that lasted a day as the mural was then buffed out later that evening in front the launch event’s crowd.
I first got a sneak peek of the campaign at Outdoor Retailer, a couple months back and was stoked to see the brand partner with some of the artists that I have come to know during Pow!Wow!Hawaii. The launch event in LA was like a Pow!Wow!Hawaii! reunion bringing together artists such as James Jean, Woes, Cryptik, OG Slick, Esao, and Cyrcle.
OluKai selected a beautiful venue and decorated the space with an Aloha vibe also providing a nice selection of cocktails and appetizers to guests. A selection of both their men’s and women’s footwear was displayed as well.
OluKai’s #AnywhereAloha is an experiential and content-creation initiative that celebrates inspirational individuals and encourages cultural collaboration, pairing three Hawaiians with three like-minded non-Hawaiians (two explorers, two surfers and two artists) who were sent on creative, inspiring adventures to far-flung corners of the map to document and spread the spirit of Aloha. The stories will be told through the digital and print, social media channels, and on the OluKai website.