GOKailua: Sharing The Aloha

The beach and eco-friendly clothing store Tag Aloha Co. has more than just chic accessories to offer. It's also got stories to tell and wāhine artists to showcase.

 Tag Aloha Co. initially started as a part-time passion project in 2013 for co-owner Alana Penaroza. her husband. Kainoa, and their two friends, AJ and Manjari White. Their goal with the business was to create a brand infused with the aloha spirit, showcasing the unique beauty of Hawaii through original hand-drawn artwork.

Little did they know that the company would soon turn into a thriving venture — one that would enable them to support both of their 'ohana. The business is known for its eco-conscious, premium-quality beachwear accessories. including items such as pareos (sarongs), towels, reversible bucket hats and more. Along with its storefront located at 905 Kalaniana'ole Highway in Kailua, Tag Aloha's merchandise can be found in more than 125 boutique and surf shops across Hawaii, and even on the mainland.

"Tag Aloha means to share aloha, and that's something we try to do in our daily life," says Penaroza. "For us, sharing our original hand-drawn art and the stories behind each one is how we do just that. We want to tell authentic stories that reflect everyday life here in Hawaii, especially for our local community and also for visitors around the world." It started with a small line of bags and shirts with a partnership with Whole Foods Hawai'i. However, when the pandemic hit, Penaroza knew the business would need to diversify in order to survive,and thus their boutique line took off in 2021. Today, Tag Aloha Co. has not only grown in merchandise, but also in the number of collaborations it has made specifically with wāhine artists — as well.

So far the biz has worked with Lauren Roth, Haku Maui, Kimié Miner, Ua Body and, most recently, Las Olitas for an exclusive line of neoprene bags for the Merrie Monarch Mākeke.

"I want to share with my audience these incredible artists, and so we help each other in that way," says Penaroza. "Our products are not only a celebration of island life but also a showcase of the rich heritage and creativity of Hawaii and its artists."

In addition to supporting local artists, sustainability is another important aspect for Penaroza. She notes that Tag Aloha Co's conscious approach to style embodies Hawaii's unique beach culture, which aligns with the business's values of environmental sustainability.

"Our mission to give back to our community has always been at the foretront of what we do and why we do it, which is why we donate a portion of our proceeds to O'ahu nonprofits," says Penaroza, adding that the Surfrider Foundation: O'ahu Chapter and AccesSurf are just two of the organizations the company helps.

Five years from now, Penaroza envisions Tag Aloha Co. expanding its product range, strengthening its sustainability initiatives and having a larger international presence while also continuing to honor and promote Hawaii's unique beach culture.

"I just want to express my tremendous gratitude to our local community and our customers for their support," concludes Penaroza. "Without them, we wouldn't be here. I'm excited about the future and remain dedicated to sharing our aloha with our community and beyond."