Born and raised on the beautiful island of Kaua'i, the Aloha spirit has always been a huge part of our culture and the way we treat people no matter where we are in the world.
In Hawai'i, locals use the pidgin slang word "choke" to express when something is plenty. After years of training I realized Jiu-Jitsu had something in common... plenty chokes! When thinking about what "Choke Aloha" meant to us, it was about being able to always roll with choke aloha - literally and figuratively.
Today, the brand serves as a reminder to perpetrate the Aloha Spirit and to treat others the way you would like to be treated. No matter if you are from Hawai'i, moved away from home, or have fallen in love with the Hawaiian culture. Everyone can love and appreciate the sharing of our aloha as an every day practice.