Jason Momoa’s Aloha J collection from Da Hui was created with a purpose beyond clothing, supporting efforts to protect Hawaii’s oceans and coastlines. A portion of profits from each sale supports Hui O He’e Nalu and Sustainable Coastlines Hawai’i and their missions to inspire communities to care for their coastlines. Inspired by Momoa’s 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 “Lōkahi,” or collaboration.