Being a business owner is a wild adventure. The things you go through—not just in business, but in life—shape who you become as a person and as a company.
We started Ohana Underground what feels like ages ago, and it has evolved ever since. From estate-sale liquidation items to direct sales and, eventually, to Hawaiian goods, each step taught us something. Over time, the scope of what we want to do narrows. The ideas we thought we loved at the beginning don’t always match the plan we have now.
Shaka Brands became part of that evolution. A T-shirt printer, an embroidery machine, a Glowforge, a 3D printer, and a UV printer became our direction. But time changes everything. Circumstances change everything. Factors you never considered at the start can create a seismic shift in the outcome. They change the very direction of your business—and your life.
As our focus narrows, we’ve found the things we’re truly passionate about: the causes, the people, and the products that give our work purpose. I often joke that I have “business ADHD.” I’m the kind of person who looks at how things are done and imagines a better way. Maybe it’s not easier, but the end result would be better quality. Not everyone is chasing quality, though. We live in a “give it to me now” world, and sometimes quality is told to take a seat. I don’t want that. I don’t want to shrug and say, “They don’t make them like they used to,” because that’s just admitting we traded quality for speed.
The evolution of our brand is deeply personal. We haven’t given up—no matter what the world looks like today. What we’re doing now is taking the time to bring quality back to the work we want to build. This transition will give birth to a new focus at Ohana Underground and Shaka Brands. Both will continue to operate, but in a more focused way, with more automation where it makes sense, as we pivot toward what’s next.
Why We’re Pivoting to Quality
We’re choosing depth over breadth—fewer things done better. That means tighter curation, slower processes where they matter, and products that reflect the care we want to be known for.
What This Means for Ohana Underground & Shaka Brands
Focus, Automation, and Better Craft
On the practical side, we’re simplifying systems and automating the repetitive parts so we can spend more time on craft. Ohana Underground and Shaka Brands aren’t going away; they’re getting sharper and more intentional.
Introducing The Mile High Collective (Denver)
Here in Denver, we’re beginning the process of building a collective of makers—people who craft their own items, grow their own food, and believe in themselves and their community. This collective will start online while we build our base. We want to bring together a variety of local makers who create their own products—people who also think there might be a better way.
How Makers Can Get Involved
We’re curating partners who care about quality and community. If that sounds like you, we’d love to connect.
Learn about The Mile High Collective | Apply as a Maker | Contact Us
Mahalo for the Support—What’s Next
To everyone who has supported us through the years—through good times and hard ones—thank you. We’re still standing. We’re still here. Stay tuned.