Let’s talk about a word that’s been getting tossed around a lot lately: “woke.”
Once, it meant being aware—awake to injustice, to inequality, to the ways people are treated differently because of who they are. It was about caring enough to notice, and brave enough to do something about it. But somewhere along the way, “woke” became a buzzword for people who are, frankly, uncomfortable with change. Now, it’s thrown around as a slur for anyone who stands up for the LGBTQ community, for racial equality, for basic human rights.
Sound familiar? The same thing is happening with “DEI”—Diversity, Equity, and Inclusion. If someone doesn’t like a person or a policy that has to do with race, they call it “DEI” and write it off as some kind of problem. It’s become a catch-all for things people don’t want to understand or accept.
But here’s the thing: If caring about people and their rights makes me “woke,” then I am proudly woke.
At Shaka Brands, “living aloha” means more than just a vibe—it’s about respect, love, and community. It means making space for everyone, whether you’re LGBTQ, a person of color, or just someone who believes in treating others with kindness. It means standing up for what’s right, even when it’s not popular.
I don’t see “woke” as an insult. I see it as a compliment. It means I’m awake. I care. I’m paying attention. And I want to build a world—and a brand—that does the same.
That’s why I’m excited to introduce our new Proudly Woke Gear collection. These designs are for anyone who refuses to let kindness, empathy, and inclusion be twisted into something negative. Whether it’s a tee, a hoodie, or a hat, each piece is a statement: I care, and I’m not afraid to show it.
So, if you’re tired of seeing words like “woke” and “DEI” twisted into something ugly, you’re not alone. Let’s reclaim them. Let’s keep caring. Let’s keep standing up. Because the world needs more aloha, not less.
And if that makes us “woke,” let’s wear it—proudly.
Check out the new Proudly Woke Gear collection here!