Tag Higher

Known for their premium beachwear accessories, a portion of Tag Aloha’s proceeds go to local nonprofits, including Surfrider Foundation and AccesSurf.

(Photos courtesy Tag Aloha.)

Tag Aloha Co. started as a part-time passion project in 2013 for Alana Penaroza, her husband Kainoa, and their friends AJ and Manjari White. Their goal was to create a brand infused with the aloha spirit, showcasing Hawai‘i’s unique beauty through original hand-drawn art. They didn’t expect it to grow into a thriving venture that now supports both of their ‘ohana.

The business is known for its eco-conscious, premium-quality beachwear accessories — pareos, towels, reversible bucket hats, and more. Along with its storefront at 905 Kalaniana‘ole Highway in Kailua, Tag Aloha’s merchandise can be found in more than 125 boutique and surf shops across Hawai‘i 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.”

Tag Aloha started with a small line of bags and shirts through a Whole Foods Hawai‘i partnership. When the pandemic hit, Penaroza knew they had to diversify, and their boutique line took off in 2021. Since then, the brand has grown not only in merchandise but also through collaborations with wāhine artists like Lauren Roth, Haku Maui, Kimié Miner, Ua Body, Aloha de Mele and Las Olitas.

Sustainability is key to Tag Aloha’s identity, along with community support. A portion of proceeds goes to nonprofits such as the Surfrider Foundation and AccesSurf.

“I just want to express my tremendous gratitude to our local community and customers,” says Penaroza. “Without them, we wouldn’t be here. I’m excited for the future and remain dedicated to sharing our aloha with our community and beyond.”

905 Kalaniana‘ole Highway,
808-292-2108, tagaloha.com

Tag Aloha founder Alana Penaroza.