Why We Call It Live Aloft
The word is literal and it isn't. Where the name came from, and what it asks of the people who wear it.
Aloft is a flying word. It means up, airborne, held by something you can't see. We chose it for the aviation in it, and for what it means on the ground: living at the top of what you're capable of, and reaching for the next thing.
We're two pilots who came to Hawaii from very different places. The islands gave us the clearest version of what we wanted the brand to stand for: trade winds, ridge lift, and a standard that the extraordinary is close by if you're willing to go get it.
So the apparel is simple on purpose: a tee, a sun shirt, a cap, a bottle. Essentials that go wherever the pursuit does, and get out of the way once you're there.
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