Salt & Light: The Mission Behind Pa'akai & Kukui
At Paʻakai & Kukui, we believe clothing is more than fabric — it’s a vessel for hope, purpose, and impact. Our name comes from two deeply rooted Hawaiian words: Paʻakai, meaning "salt," and Kukui, meaning "light." Together, they symbolize preservation, protection, and illumination — a reflection of our mission to be the "Salt & Light" in today’s world.
Why We Started
Paʻakai & Kukui was born out of a desire to blend streetwear culture with a heart for service. Founded by Matthew Oostra, the brand was created with the vision of designing apparel we personally love while also serving a greater purpose: to uplift the less fortunate.
Our mission is simple but powerful: create high-quality, stylish streetwear and accessories, and use a portion of each sale to help the homeless in Hawaiʻi and throughout the Polynesian islands. We see fashion not just as an expression of style, but as a means to bring restoration, dignity, and hope to those who need it most.
What Makes Us Different
While the global action sports industry continues to grow — expected to reach over $648 billion by 2027 — there’s a lack of brands that connect passion for sports with a mission to give back. At Paʻakai & Kukui, we create for the culture we live and breathe in, designing products that are durable, stylish, and true to our values.
We don’t follow trends. We build with purpose.
Every hoodie, beanie, tee, or hat you wear from our collection does more than make a statement. It makes a difference.
Our Products
From graphic tees to beanies, water bottles to backpacks, our products are crafted for those who move with purpose. Whether you're skating through the streets of L.A. or hiking up a Hawaiian ridge, Paʻakai & Kukui brings comfort, quality, and style to your journey.
Giving Back, One Purchase at a Time
A portion of every purchase is donated to trusted local organizations in Hawaiʻi dedicated to serving the homeless. Our goal is not just to write checks, but to build relationships, share stories, and walk alongside the communities we serve. In time, we aim to expand our outreach to all Polynesian islands and eventually, around the world.
The Bigger Picture
Being "Salt & Light" means more than charity. It means preservation, protection, influence, and inspiration. It means being present. It means stepping up where others step back.
This is just the beginning.
We invite you to join our mission. Wear the change. Be the light.
#PaakaiAndKukui #SaltAndLight #StreetwearWithPurpose
