Maui-based brand aims to give back to native ecosystems

A Maui-based alohawear brand, Waiwaolani, emerged from a deeply personal connection and a desire to help those impacted by the COVID-19 pandemic. What began as a gesture of support for a driver in Indonesia has blossomed into a thriving business with nearly 20 employees, blending Hawaiian culture, sustainable practices, and a commitment to community.

From Helping a Friend to Building a Brand

Roselani Aiwohi, the founder of Waiwaolani, initially pursued studies in marine biology before life took a different turn. After returning home to raise her daughter, she earned degrees in business and teaching, spending over 12 years as an educator – including seven years teaching photography at Baldwin High School. Her path to fashion design was unexpected, sparked by a desire to assist a friend in Indonesia whose livelihood was threatened by pandemic-related travel restrictions.

Did You Know? Waiwaolani employs a team of seamstresses in Indonesia, where its fabrics featuring native plants are also printed.

Aiwohi sent financial assistance to her friend and others impacted, and a surprising outcome followed. Her friend created a garment based on a simple drawing and Aiwohi’s own measurements. “I was shocked,” Aiwohi recalled. “I couldn’t believe she did this from a drawing that I made and just measured myself.” This moment ignited the idea for Waiwaolani, realizing the potential for wider appeal.

Blending Culture and Commerce

Waiwaolani, launched in spring 2021, focuses on alohawear featuring designs inspired by native Hawaiian plants. Aiwohi meticulously researches these plants, incorporating their stories into the brand’s identity. She views her social media presence not just as a sales platform, but as a means of education and meaningful engagement. The business operates on a small scale, receiving approximately three boxes of inventory every few weeks to fulfill online and pop-up sales.

Expert Insight: Aiwohi’s approach demonstrates a growing trend of businesses prioritizing social responsibility and cultural preservation alongside profitability. The direct connection to Indonesian artisans and the focus on native Hawaiian flora represent a deliberate effort to build a brand rooted in ethical production and environmental awareness.

Aiwohi participated in Mana Up’s Cohort 9, a business accelerator program that provided connections to realtors, bankers, and wealth specialists. While she didn’t immediately pursue large-scale funding, the program connected her with a network of inspiring small business owners. She emphasized the importance of supporting Native Hawaiian entrepreneurs and bridging the gap in opportunities available to them.

Giving Back to the Community

Waiwaolani actively engages in community initiatives, including volunteer days focused on native ecosystem conservation. Aiwohi recognizes the vital link between preserving these ecosystems and ensuring long-term water security for the islands. The brand also offers scholarships to local high school students and plans to launch a buyback program for used Waiwaolani items, making them accessible to a wider audience.

Looking ahead, Aiwohi is pursuing further education in fashion tech with the goal of creating a handmade sewn collection. She also plans to introduce new collections and collaborations, while balancing business growth with family commitments, including supporting her four children and grandchild at their sporting events.

Frequently Asked Questions

What inspired the creation of Waiwaolani?

Waiwaolani was inspired by a desire to help a friend in Indonesia whose livelihood was impacted by the COVID-19 pandemic. Sending financial assistance led to the creation of a garment based on Aiwohi’s design, sparking the idea for the brand.

What is Waiwaolani’s connection to native Hawaiian plants?

Waiwaolani’s designs feature native Hawaiian plants, and Aiwohi incorporates the stories and significance of these plants into the brand’s identity. She actively researches and educates herself about these ecosystems.

How does Waiwaolani give back to the community?

Waiwaolani gives back to the community through volunteer days focused on native ecosystem conservation and by offering scholarships to local high school students. They also plan to launch a buyback program for used items.

As Waiwaolani continues to grow, what role do you think small businesses can play in preserving cultural heritage and supporting local communities?