What started in 2015 as an adventure to create trendy footwear has now morphed into one of the most popular and efficient platforms for on-demand shopping worldwide.
Over the past month, Alohas launched various new projects, including a sustainable swimwear line, an eco-friendly shoe collection called Second Life and a vegan label.
The swims come in a variety of designs—from one-piece neutrals with flattering cuts to printed 1970s-inspired bikinis with waterproof belt details—and are made with recycled Nylon produced in Portugal.
The Second Life capsule collection consists of four of the brand’s bestselling designs, but reinvented using recycled plastic soles and two plant-based leathers: Mexican cactus and corn. It’s Alohas’ most sustainable endeavor, Laura Lamarca, the brand’s head of public relations, noted, adding that the team had been working on introducing eco-friendly materials since November 2020.
Some of their bestsellers from the collection are the Sophie Corn sandals in black and sand, which boast chunky heels and thin straps with small, chic knots, that rise up to the shins. These beauties are made out of recycled polyester and biopolyols obtained from corn and, like most of Alohas’ products, they are designed and manufactured in Spain, where the brand has their offices, suppliers and factories in order to support local craftsmen and reduce their carbon footprint.
Alohas’ vegan label, Svegan, is a separate brand created by the Alohas team which offers only vegan shoes.
During the COVID-19 pandemic, the Alohas crew decided to expand the brand’s horizons by transforming it into an online retailer, apart from a stand-alone brand. Now, through their online “mercado,” they sell other brands that align with their values and follow Alohas’ infamous on-demand model. These include Svegan, Åpoint (a men’s footwear brand) and Manola, a sustainable activewear brand co-created by Alohas CEO Alejandro Porras.
The brand has also introduced jewelry, handbags and knitwear. Their airy crop tops, cardigans and mini dresses made out of 100% cotton are doing almost as well as their viral shoes.
“We’re not a shoe brand anymore,” Lamarca said.
Alohas launched with a responsible on-demand production model which, from the start, has almost entirely avoided waste, and now that their materials have caught up in terms of sustainability, Porras and his team are bringing shoppers and fans along for the ride. The brand—which has over 712,000 followers on Instagram—recently started doing shoppable livestreams and panel discussions via Instagram Live.
Lamarca said they just want to help people better understand sustainability in fashion and learn how to identify eco-friendly garments and shop responsibly.
Since they started the livestreams, Porras said he’s seen a big spike in sales, as people finally get that sustainable fashion is not just a hashtag and there’s actually a lot of work and research that goes into producing and shopping responsibly. Also, there are great rewards as a shopper, like knowing you purchased a locally-made, high-end product that’ll become a staple in your wardrobe, and you didn’t hurt the planet by doing it.
With each of their recent endeavors, Alohas is getting closer and closer to their goal of becoming the most sustainable fast-fashion company around.