Soft Tide started with a small group of friends from the island of Maui. From the beginning, we knew building something of our own would come with risks, challenges, and a lot to learn — but that was part of the journey.
We started this brand with nothing but a vision, a strong work ethic, and the belief that we could create something meaningful together. Every Soft Tide piece is designed by us, inspired by the culture, lifestyle, and natural beauty of Hawaiʻi.
Our products are currently designed here in Hawai'i by us and produced through trusted partners on the mainland, but our long-term goal is to bring more of that creative process back home — creating intricate designs here in Hawaiʻi and eventually sharing them with the rest of the world.
Soft Tide is about more than clothing. It’s about representing the islands we come from and sharing the aloha spirit wherever the tide carries us.