About Hawaiian Attitude
Crafted for the Island Mindset
Hawaiian Attitude was created to represent more than a place.
It represents a mindset.
Founded in 1989, the brand was built around the spirit of aloha — respect, gratitude, and connection. It’s about carrying the calm strength and positive outlook of island life wherever you go.
Whether you grew up in the islands or simply connect with the spirit behind them, Hawaiian Attitude is made for those who live with that same mindset.
Crafted With Intention
Every design begins as an idea and is carefully developed to reflect the simplicity, culture, and energy of island life.
From the graphics to the materials, each piece is crafted with purpose. The goal is not to chase trends, but to create apparel that represents something lasting.
Hawaiian Attitude is built slowly and deliberately — with a focus on quality, meaning, and authenticity.
The Symbol
At the center of the brand is the B.O.L. mark — Breath Of Life.
The mark represents the life, energy, and spirit that connects people, culture, and the islands themselves. It serves as a reminder that what we wear can carry meaning beyond the fabric.
The Mindset
Hawaiian Attitude was built on a simple idea: we all share the same breath — the Breath of Life.
When spirit and mindset align, strangers become family.
One Breath. One Ohana.