Olukai differentiates itself through premium comfort innovations and responsibly-sourced construction. The anatomically contoured footbeds with gel inserts provide cloud-like cushioning and support right out of the box. And they use mainly vegan materials like quick-drying webbed straps and non-marking rubber soles designed in harmony with the natural environment. Founded by Hawaiian surfers, the brand embodies an "anywhere" lifestyle ethos equally at home in the ocean and concrete jungle.