I’m a fairly humble dude. I don’t like talking about money or my accomplishments. I’m not one to brag about my skills and talents. It’s uncomfortable for me — like cold weather. Man, I just want to create cool brands and products that people can enjoy.

I find many people in business, particularly on the mainland, are constantly working to impress others with their money, words and shiny new things. That’s never been my style. Nothing gives me more pleasure than silently kicking ass in business without competitors even realizing it. All the while, pretending I’m a dumb ass redneck from Florida.

I had relatively humble beginnings. My family wasn’t poor, but we didn’t have much when I was young. I ain’t no fortunate son. Nah, nah… I watched my Dad build a successful construction company from practically nothing. I watched him lose that business, and and build another. I took notice when my mom went back to school as an adult to get her Master’s degree in psychology while working a full-time job. I watched them both struggle to give my brother and I the best childhood they could — with or without money. They worked to change our stars. That was a better education than our private elementary school, magnet high school and college educations combined. It taught us to take risks in life and business, to work hard and further our education — and to be humble about it.

Something I love about Hawaii is that most people here are humble. You probably couldn’t spot a millionaire from a beach bum — unless you know your OluKai slippers from a generic brand. It doesn’t matter in Hawaii. We all surf the same waves, and we all share a love of the ocean and this land. Most of us struggled to get here — or to stay here. Humility is still a virtue in Hawaii. It’s not a flaw.

I moved to Hawaii 7 years ago with nothing but a car to sleep in. Somewhere along the way of building a life and a business here, through the awesome times and the really shitty times; I became a local. This lifestyle, this land, this ocean, these people — it suits me. It’s a hold out for humility and humanity.