OUR STORY

By Dewey Doan, Founder of Kekoa Collective

People often ask why I started Kekoa Collective. The inspiration was rooted in my love for surfing and traveling—then later deepened by Jiu-Jitsu, which I began at the age of 42.

We first launched Kekoa in 2009, but just months later, the recession hit and brought much of the business world to a standstill. I returned to my corporate role and reluctantly put Kekoa on hold.

Fast forward to 2016. After spending over three decades in the surf industry—including time as a VP for one of the largest global surf brands—I was laid off. I bounced around smaller women’s brands, but the work lacked purpose. As I watched the decline of leadership and heart in the corporate world, I felt a deep calling: to relaunch Kekoa, not as just another business, but as a conscious business model for future generations.

Around the same time, I noticed a troubling cultural shift—social media was replacing genuine human connection, and community was disappearing from our cities and neighborhoods. In May 2016, I made a life-changing decision: I sold my homes and cashed in my 401(k) to relaunch Kekoa Collective with a single mission—to help build mindful communities across the globe, and to support healing through surfing, Jiu-Jitsu, and travel.

Our mission began with a simple, yet powerful question:
How can a business help change the world?

At Kekoa, we aim to redefine the business model. Instead of chasing profit at any cost, we follow a balanced path—for-profit, for-humanity, and for-community. Kekoa strives to help heal humanity—to restore harmony in communities around the world.

We live by three guiding principles:
Work hard. Play hard. Do good.

This purpose allows us to live humbly in material wealth but infinitely rich in fulfillment. Sharing, serving, and teaching are part of our daily lives—whether in the ocean, on the mat, or beyond.

Our vision, “Move Mindfully,” is inspired by Coach John Wooden’s Two Sets of Threes:

Never Lie. Never Cheat. Never Steal.

Don’t Complain. Don’t Whine. Don’t Make Excuses.

At our core are transparency, integrity, and authenticity. Your support and feedback shape our journey. Together, we are creating something far greater than a brand—we’re building a movement.

Thank you for believing in us.
Together, let’s build a better tomorrow.

Aloha,
Dewey Doan