Aloha Collection’s family is getting bigger with the announcement of House of Aloha, the brand’s first global ambassador initiative. As part of its new full 360-marketing strategy the company looks forward to delivering marquee brand events, product collaborations and authentic storytelling to bring the brand to life and foster an international community.
To kick off the House of Aloha initiative, Aloha Collection has tapped 15 lifestyle ambassadors and creators who represent “inspiring leaders to help share the values of Aloha through their unique backgrounds and daily lives.” A key goal for the initiative is to demonstrate the brand’s unique touchpoint with consumers and provide more tangible use cases for the products.
With the House of Aloha family, the brand looks forward to creating imagery, videos, human stories, events and authentic collections that will encourage travel, adventure, health and active lifestyles with Aloha Collection’s splash-proof travel bags.
“We’re looking forward to working with this diverse group of inspiring creators,” said Rachael Leinaʻala, cofounder and creative director of Aloha Collection. “They each exemplify our core brand values and we’re excited to amplify their voices and see the fresh take they bring to our creative content to speak to our community on a deeper level.”
Members of House of Aloha have been announced to include professional surfer Coco Ho; Hinatea Boosie, environmental advocate and cultural ambassador; Hawaii-born creative, free diver and acro yoga teacher Chelsea Yamase; professional volleyball player Tri Bourne; Australian photographer Ming Nomchong; Hawaii-based photographer and creative Tara Rock, and Hawaii-based cinematographer Roxy Facer.
“From Day One, we’ve always aspired for Aloha to be a catalyst for fostering a global community of like-minded people,” said Heather Aiu, cofounder of Aloha Collection. “House of Aloha encompasses a group of individuals around the world who we believe are the true stewards of our brand. Eventually, we hope to expand this group to our larger community to allow everyone to be a part of this ohana in a unique and meaningful way.”
“Our vision for House of Aloha is to create an international ohana of global ambassadors (athletes, legends, creators, creatives and community leaders) to help share the values of our brand,” said Leinaʻala and Aiu. “Through storytelling with our ambassadors, our hope is to build an emotional connection with our global audience and create a place where stories come together, communities thrive, and aloha is a way of life.”
Ho told WWD she has been using Aloha Collection bags for many years and that for her “being a part of House of Aloha is the perfect fit. I am also excited to be a part of an ohana that is collectively inspiring and motivating to continue spreading the love and aloha wherever we go.”
Leinaʻala and Aiu said putting together House of Aloha is just the beginning and are excited to continue expanding the program. Along with content creation and events to build community and inspire, the duo shared that exclusive collections are also in the works.
For More WWD Business News:
EXCLUSIVE: Alo Stacks Supplements as It Continues to ‘Move Into Wellness’
Kizik’s Bradley Johnson Discusses Enabling Discovery for Innovation Hungry Consumers
The Newsette Launches ‘All Access Pass’ to Distill Wellness Culture
