More than a store

A story about love, family, community—and building something meaningful together.

Ohana Underground began with a simple idea: find products we believe people will love and offer them at a fair price.

But our story has never been only about products. It is about the life we are building together, the people who have supported us, and the belief that a business can be both personal and purposeful.

Eric & Natalie

Our Story

At the heart of Ohana Underground is the way Natalie and I approach finding products.

We look for items that are interesting, useful, fun, difficult to find, discontinued, overlooked, or simply priced too well to pass up. Sometimes they come from familiar brands. Sometimes they are unexpected discoveries. Sometimes only one or two are available.

The common thread is that we believe someone will be excited to find them.

Natalie has always taken pride in offering products at a good price. She understands that customers are not only searching for a discount—they may be searching for a favorite item they can no longer find, something unique for their home, a gift for someone they love, or a product they did not know they wanted until it appeared in front of them.

That spirit of discovery became the heart of Ohana Underground. It is why we describe the store as a tropical treasure hunt. You never know exactly what may surface next.

Eric and Natalie walking together on a tropical beach at sunset

Eric & Natalie, the husband-and-wife team behind Ohana Underground

Why “Ohana”?

The word ohana means family, but to us it represents more than the people who share our name.

It represents connection.

It is the people who show up for one another. It is the customers who support a family-operated business. It is the creators, small-business owners, travelers, coffee drinkers, neighbors, friends, and communities we hope to serve through everything we build.

Family is at the center of our lives and our businesses. Our journey has included exciting moments, difficult seasons, unexpected changes, and plenty of lessons. Through all of it, we have continued to believe in the future we are working toward together.

Ohana Underground is part of that future. It is not a faceless retail operation. It is a business shaped by our experiences, our personalities, our creativity, and our determination to build something our family can be proud of.

What You Will Find Underground

Ohana Underground is home to hard-to-find products, recognizable brands, unexpected treasures, limited quantities, and meaningful discounts.

Discontinued and difficult-to-find items

Closeouts and overlooked inventory

Unique gifts and household products

Familiar brands at fair prices

Products we genuinely believe someone will enjoy discovering

Inventory that is always changing

Some products may be available for a long time, while others may disappear almost immediately. That is part of the fun.

We want shopping at Ohana Underground to feel easy and welcoming while still giving you the sense that there may always be another treasure waiting around the corner.

A family of ideas

A Family of Ideas and Brands

Ohana Underground is one part of a much larger vision. Over time, our ideas have grown into several connected brands. Each one serves a different purpose, but all of them are built around the same values: creativity, family, opportunity, community, and creating something meaningful.

Shaka Brands

Shaka Brands began as our home for custom apparel, merchandise, printing, embroidery, and helping people bring their ideas to life.

It has allowed us to work with businesses, families, organizations, and individuals who need more than a shirt or a product. They need something that represents them.

A logo on a shirt can represent a dream someone finally decided to pursue. A family design can preserve a memory. Merchandise can help a small business look established, professional, and ready to grow.

Shaka Brands taught us that every product carries a story.

Visit Shaka Brands

Rise & Tide

Rise & Tide is the next chapter of our apparel journey. The name represents growth, movement, resilience, and the idea that we can rise individually while also helping lift the people around us.

It gives us a clearer home for both ready-made apparel and custom merchandise while allowing the brand to express more of who we are and what we hope to create.

Rise & Tide will bring together original designs, business merchandise, custom apparel, accessories, and products that have something meaningful behind them.

It is not about abandoning what we created with Shaka Brands. It is about taking what we learned and allowing it to grow into something stronger and more focused.

Visit Rise & Tide

Talk Story Coffee Co.

Talk Story Coffee Co. represents another part of our future. To “talk story” is to slow down, connect, share experiences, laugh, listen, and spend time together.

Coffee has a natural way of creating those moments. Our vision is about more than serving a drink. It is about building a welcoming place where people feel comfortable, where conversations matter, and where community can form naturally.

We also want Talk Story Coffee Co. to reflect our belief in second chances and meaningful opportunities. We know that people are more than the hardest chapter of their lives.

As this vision grows, we hope to support responsible coffee producers, celebrate the cultures behind the coffee, and create products and experiences that bring people together.

Visit Talk Story Coffee

Ohana Travel Pros

Ohana Travel Pros began with our love for Hawaiʻi and our desire to help other people experience the islands in a more thoughtful way.

Travel should be exciting, but it should also be respectful. Our goal is to help travelers understand that Hawaiʻi is not simply a destination or a collection of resorts. It is a home, a culture, a history, and a community.

We want Ohana Travel Pros to help people plan memorable vacations while also encouraging them to support local businesses, respect the land, learn about the places they visit, and travel with aloha.

Over time, we hope to create travel experiences that make planning easier while helping visitors build a deeper and more meaningful connection with Hawaiʻi.

Visit Ohana Travel Pros

What Connects Everything

At first glance, a liquidation marketplace, an apparel company, a coffee brand, and a travel business may seem very different.

To us, they are all connected.

They are about discovery. They are about helping people express themselves, pursue an idea, find something they love, enjoy time together, or experience a place in a more meaningful way.

They are also about building a future for our family. We want to create businesses that reflect our values and allow us to contribute something positive to the communities around us. We want our work to create opportunities, support other small businesses, and remind people that success does not have to come at the expense of connection or purpose.

We are still building. We are still learning. Some parts of the journey are already here, while others are ideas we are carefully working toward.

We are proud to invite you along for all of it.

Thank You for Being Part of Our Ohana

Every order, visit, recommendation, message, and word of encouragement helps a family-operated business continue moving forward.

When you shop at Ohana Underground or support one of our other brands, you are not supporting a distant corporation.

You are supporting a family, a vision, and a future that Natalie and I are building together.

Thank you for exploring the Underground with us. You never know what you’ll find Underground—and this is only the beginning.

With aloha,

Eric & Natalie

Ohana Underground

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