We are a husband and wife team. GJ is an electrician with the local union. Joanna is a nurse who works from home.

GJ has always loved wearing aloha shirts and will often wear them on Fridays while at work. He wears regular cotton aloha shirts, which can be hot and uncomfortable especially working out in the sun, doing manual labor, or in areas with poor air circulation. We know we are not the first company to do this (probably not the last) and we are grateful for the pioneers that paved the way for this type of apparel to have space in the community; they deserve their credit and flowers for that.

The word 'Aloha' is obvious, we live in Hawai'i, it is within our culture and lifestyle to embrace this mindset. We've been taught since childhood to incorporate love and compassion daily and to live the "aloha" way. Our last name translated is Friday. We wanted our brand to include our identity, so we came up with 'Aloha Friday Workwear'. It's a play on the infamous saying "It's Aloha Friday". We want our brand to be fun.

Our logo can be seen in different ways, depends how you look at it. To us, we want you to know that it has 3 meanings:

1. 'V', this is our identity as a couple, who we are, it is the first initial of our last name.
2. 'Heart'. This goes hand in hand with the word 'Aloha' and its transcending meaning. Here in Hawai'i, it means more than just a greeting, it can mean love, compassion, empathy.
3. 'Shaka or Mini Shaka', which is a hand gesture commonly used amongst us locals. The shaka shows appreciation of one another.

When you see our logo, it is strategically placed on the left pocket over the chest, where the heart is located. This is the heart of the brand, this is who we are, this is what we stand for and believe, and we want you, our customers to be reminded that when you put your heart into everything you do, you receive "good" back to you.

Have good work ethics, work hard for all that you do; whether it's your career, your hobby, your family, or whatever it is that drives you. When you work, you expend a lot of your physical, mental, and emotional energy. Often we feel drained, uninspired and can lead to a burned out state of mind or attitude. So when you're in this mindset, our motto reminds you, that yes you work hard, but "Aloha" harder, put that love, compassion in all that you do.

Our main goal is for people to enjoy our brand and to see what we see and share in our vision. Imagine everyone having the same sentiment? That's pretty awesome if they did.

As for our long-term goal, like everyone, we're just from humble beginnings trying to make most out of this, we want to be successful, we want our brand to expand, and eventually we want to be able to give back to our community.

We want to thank those who came before us, they sparked inspiration and vision in us, we respect their amazing work.

We believe there's a place for everyone, when you go into the bread aisle, there's tons of different bread brands with different ingredients and different flavors and different focuses and target audiences.

While we have similar apparel type, we believe that our concept will provide us a safe space to grow. We have so much in store for our customers, we have a lot of ideas and plans for upcoming designs, trends, and merchandise. We wish we can lay it all out and share it all, but that takes away from the element of surprise.