Reyn Spooner defined the Aloha shirt and lifestyle. It’s time we redefine what that means for the modern world. To bring their story to life across all marketing channels, we tapped into their heritage and the soul of Hawaii.
We started by crafting our overarching brand ethos:
We were born free on the islands and that spirit of cool runs through all of our expressions. We don’t always have to be buttoned up. We can be rugged. We can be wild. Let’s have fun as we share what moves us, inspires us, and deepens our worldview.
And we did just this, by shifting to more authentic imagery and more soulful storytelling across all channels.
Creative Director: Kristy Koplin, Photographer: Zak Bush, Copywriter: Adam Zax