The concept behind For Simple Sustainability is deeply rooted in my personal journey and the unique blend of my passions. As both a spearfisher and a seamstress, I found myself at the intersection of multiple hobbies that have come to embody what For is today. 

My father, a waterman, instilled in me a profound connection to the ocean from a very young age. He took me to the beach every chance he got, and sustainability became ingrained in me from the moment I could walk. As I got older and became a spearfisher myself, I noticed a troubling change in our oceans. The spots my dad used to take me to were killed from coral bleaching and ocean warming, making it increasingly challenging to find food. As a result, the hunts I find myself on now are further and deeper, as a result of fish no longer occupying near to shore coral colonies.

My identity as a sixth-generation product of the plantations living in occupied Hawaii added another layer to my awareness of the complex challenges our islands face. Being a local kid without Hawaiian blood and being able to call Hawai’i home is not a luxury that I take lightly, and For was my answer to solving my part of this complicated puzzle.

With the launch of For, my goal was clear. I wanted to create intentional, beautiful pieces that could replace the disposable waste we discard daily. I've learned that trash on an island doesn't just vanish; it accumulates. With over 1.5 million residents and more than 9.4 million tourists visiting each year, keeping our waste levels low is an absolute necessity. That's why, when crafting our sustainable alternatives, we meticulously select materials, down to the very thread, for their minimal environmental impact and their ability to break down naturally once they've fulfilled their purpose.

Since moving into its very first brick and mortar store in Kūkuluae'o, For has taken a significant step forward by introducing a refill bar that stocks local alternatives to products that would otherwise harm our islands. 

For preservation. For culture. For Hawai'i.

The Story of For

our Brand values and promises

At For, our brand values are deeply rooted in our unwavering commitment to promoting a more sustainable and eco-conscious way of life. We believe in the power of simplicity and authenticity to create positive change in our world. Our values guide every decision we make, both in our products and in the way we engage with our community.

  • At the heart of everything I do is an unwavering commitment to sustainability. This value is not just a business model but a way of life. I believe that each small change we make can collectively create a significant positive impact on our environment, our community, and our world.

  • Authenticity is a key pillar of our work. We strive to be genuine and transparent in our approach, from the materials we use in our products to the way we engage with our customers and community. Our goal is to provide real solutions for sustainable living.

  • Both in my professional and personal life, I place great importance on community engagement. We believe that sustainability isn't just about the products we offer; it's about building a supportive and informed community of like-minded individuals who are passionate about the same cause.

  • Supporting local businesses and artisans is a value that I hold close. It's a way to give back to the community that has nurtured me, and it's an essential aspect of our work at For. We source locally whenever possible to contribute to the economic well-being of Hawaii.

  • Responsibility is a value that extends to the broader issues of social and environmental impact. We're mindful of the consequences of our choices, from the materials we use to the waste we generate. We believe that every business has a responsibility to address these issues head-on.

  • Hawaii's rich cultural heritage is something I deeply respect and value. It influences the way we approach sustainability, making sure it aligns with the traditions and values of the islands.