Tag Aloha Co. - 2023 People’s Choice for the Hawaii Entrepreneur Awards by Hawaii Venture Capital Association & Hawaii Business Magazine

Entrepreneur: Alana Penaroza, Kainoa Penaroza, AJ White

In July, Tag Aloha celebrates its 10th anniversary.

The name originally came about as a reference to hashtags, to encourage people to share the aloha, says Kainoa Penaroza. “We wanted to embody aloha ʻāina with a product that was made from fair trade sustainable cotton and could reduce plastics in the environment.”

He’s a co-founder along with his wife Alana, and their artist friend, AJ White, of the company that got its start working with Whole Foods Market, creating buzzworthy totes that were snapped up by visitors and locals alike.

Today Tag Aloha products – Island-inspired bags, pareos, throw pillows and more – are sold at 70 stores in Hawai‘i as well as at its own boutique in Kailua.

“We’re also launching a new line for keiki, which we have never done before,” says Alana Penaroza. It’s a true family operation, with AJ’s wife, Manjari, also joining in. The brand often partners with local talents like artist Lauren Roth and musician Kimié Miner, and donates a portion of sales to support the Surfrider Foundation and AccesSurf.

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