The Economic Times

In 2020, Jason Momoa made one Aloha J collection a beneficiary of Sustainable Coastlines Hawaii. 6 years later, the group had cleared 670,875 pounds of debris in Hawaii

Jason Momoas Aloha J collection from Da Hui was created with a purpose beyond clothing, supporting efforts to protect Hawaiis oceans and coastlines. A portion of profits from each sale supports Hui O Hee Nalu and Sustainable Coastlines Hawaii and their missions to inspire communities to care for their coastlines. Inspired by Momoas artwork, the collection features his personal tattoo design representing aumakua, or ancestral guardian and Hawaiian heritage. The collaboration also reflects the Hawaiian values of kuleana, or responsibility, and Lkahi, or collaboration.