From Dream to Brand: The Creation of Lei Club

Owning a business since 2008 there has always been the goal to eventually manufacture and start my own brand. Over the years Work it Out has put out some designs for projects, collaborations and campaigns, but nothing that felt right to evolve into something more. That is until we found a manufacturer. 

We had heard whispers of a manufacturer that has an office in Hawaii and California. We had our eyes on it for years as something on our checklist. Get in touch. Get in touch. Get in touch. Then it finally happened, we had a phone call, set an appointment and got on a plane. Initially going in we thought it was just going to be a meet and greet, we had two projects on the table but both projects were more or less what we typically do. We were going to get some blanks printed and then down the line start the process of creating our own brand. The meeting was amazing, and their team had a depth of knowledge. It was clear that they do more than manufacture, they build brands. During the meeting we talked about the projects on the table and what our options were. The first project we decided to screen print on some really nice blanks but for the second project the manufacturing team really encouraged us to make a custom blank. They said “it's a great project, it could be its own brand” and we thought, you're right. We knew we wanted more out of that second project, we knew we could grow it into something meaningful, but hearing someone else say it gave us the courage to begin stringing something together. Lei Club the brand began. 

The Project

Lei club started in 2021 as a collaboration with Milianani Kauai. We wanted Lei to be celebrated everyday. Not only are they a beautiful Hawaiian practice but each lei is a heartfelt expression of Aloha. We started with blogs on the history and different styles, and then while interviewing different Lei Makers we got to hear their stories, history and the responsibilities that each lei maker has. Lei club started as a passion, an educational component, a way to gather and practice, and now it has evolved once again.

Building a blank

What our team lacked in formal education aka design school, we made up for in 16 years of selling experience. We knew that we wanted to start with “our perfect crop” and what we hope will be your favorite crop as well. Cotton, boxy fit, loose sleeves that are slightly longer, bottom hem ends where a mid rise jean would begin, and all the details of a well crafted shirt. 

Design  

Growing up we always had pua melia growing in the front yard. It is our family's go-to lei, it’s the plant that we cared for and blooms for us year round, so it made sense that we would start there. The first lei we made as children is our first design now.  

Our second design is based on the Lei Makers that were interviewed. Each of them talked about the importance of using alternative plants, especially for Maile and Mokihana. Both of these plants are struggling in their natural habitat, and with people picking and not tending to these natives we may lose them in our lifetime. So for the second design we made a Maile Mokihana lei, wear the shirt and let the plants rest. 

Granny

Our Granny was a passionate Hula Dancer, she loved to adorn herself in Lei and never said no to dancing a hula in front of everyone. During this manufacturing adventure she passed away at the fine age of 93, so we would love to dedicate this launch to her. She's smiling down on us and probably wondering why we don’t have a red design yet. It’s coming Gran. 

Passion come to life

Inspiration, first hand knowledge, education, recommendations, it has all come together and we are excited to officially launch our brand Lei Club.